FEATURED NEWS
How are banks rebuilding trust as the financial industry regains its footing? To what degree are they reassuring their customers and managing messages?
Those were the critical questions driving a study published by the CMO Council entitled "Delivering Positive Impressions During Market Depressions." The study was based on research fielded in August and September 2011, encompassing some 120 financial marketers — primarily CMOs and Marketing VPs with spanning all asset classes — local to global. Credit unions were not included in the survey.
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Groupon Inc., Chicago's somewhat embattled poster child in social media's daily-deal delivery category, might want to pay attention to some findings in the latest report by the Chief Marketing Officer Council, a global group whose 6,000 members control more than $300 billion in marketing spending.
The Palo Alto, Calif.-based CMO Council's new study, "Localize to Optimize Sales Channel Effectiveness," found that only 6% of national marketers see Groupon and its clones as a valuable and worthwhile local marketing channel.
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Eighty-six percent of marketers intend to localize their marketing campaigns, according to a survey conducted by the Chief Marketing Officer (CMO) Council. Only 12% of respondents believe they have highly evolved local campaigns and analytics, and nearly 50% say their local campaigns have underperformed and need new strategic thinking.
"Everybody is saying local marketing is critical but they're not executing effectively against that," said Donovan Neale-May, founder and executive director of the CMO Council, which surveyed more than 300 marketers online over a three-month period from June through September of this year. In addition to the online survey, the council also conducted interviews with senior marketers from 20 brands, including Coca-Cola, Macy's and Toyota.
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Localize to Optimize Sales Channel Effectiveness 
