Study: Localization stymies CMOs

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Researchers with the report believe this inability to adapt is happening in part because marketers aren’t investing in the right tools – and sometimes teams – that can help them better adapt content across varying markets. For example, only about 18% of those surveyed for the report have completed assessments of their supply chain and delivery effectiveness, and only 20% are using online approval/proofing of the content they are serving.

“At a time when the customer has higher expectations than ever for the relevance and personalization of content and brand interaction, marketing organizations will need to step up their game when it comes to brand content adaptation to address geographic, cultural, customer and other differences,” says Donovan Neale-May, executive director of the CMO Council. “Past research has shown that adaptation of marketing strategy and content can be major enabler of sales and brand success. Yet most companies have a long way to go to get it right.”

Other interesting findings from the report include:

• 32% of those surveyed believe their company ‘is advanced or doing well’ with content diversification
• 20% report satisfaction in creative delivery processes
• Fewer than half report the ability to localize content across physical and digital touchpoints

As to challenges they are facing, those surveyed said turnaround time is a big hurdle, along with offering quality while following their brand guidelines.



Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with, NBC News,, DisasterNewsNetwork, and many more publications.