Most marketers unhappy with localization efforts, but fail to invest in necessary resources
The CMO council found 75% of marketers invest less than 10% of budgets in localization needs, even though 63% are unsatisfied with efforts.
According to a recent report from The CMO Council, 63 percent of marketers said their teams were either “getting better,” “need improvement” or doing “not well at all” at localizing branded content for different markets. At the same time, a wide margin of the marketers — 75 percent — are spending 10 percent or less of their budgets on localization needs.
Joining forces with HH Global, the CMO Council polled a relatively small pool of marketers for its “Age of the Adaptive Marketer” report. The findings are based on 150 completed surveys from marketing executives in a range of industries, in addition to anecdotal comments from interviews with C-level executives from Pepsi, Chobani and Starwood Hotels and Resorts.
The CMO Council said the aim of the report was to, “… ignite a much-needed dialogue around new platforms, opportunities and mandates for rapid deployment and expansion of market localization across all creative adaptation programs.”
Of the 150 marketers surveyed, the largest majority — 63 percent — rated their efforts as either “not doing well at all,” “need improvement,” or “getting better” when asked how effectively they adapt, modify and/or localize branded content for different markets, audiences, partners and geographies.