Consumers now crave localised content that is based on their own culture and that speaks to them personally, according to a new report published by CMO Council called Reshaping Global Engagement Operations.
The study, which was produced in partnership with Worldwide Partners, canvassed the opinions of 350 senior global marketing leaders, and found that brands are not yet fully capable of meeting the needs of the increasingly digital-savvy customers who demand the very best experiences across a variety of platforms.
A lack of access to transcreation and translation services is preventing marketers from connecting with regional customers, but the problem often runs deeper, with the study noting that operational structures are often to blame. This is highlighted by the fact that 82% admit to local market intelligence being merely “OK”.
“Chief marketers embarked on organisational transformation in the name of efficiencies. Modern CMOs must now refine that transformation in the name of the customer,” CMO Council’s SVP of Marketing Liz Miller said.
She added: “We fought hard to bring rigour and accountability to operations. Now we are asking old processes and operational structures to align with a customer that doesn’t see silos or functions. They just understand their own context and reality, steeped in culture and spoken in their own language.”
Brands are now looking to work with agencies and other partners to improve their ability to deliver content at scale while ensuring that processes are closely linked to business goals and objectives. Worldwide Partners’ CEO John Harris believes that the findings are a call to action for marketers as the localisation gap is in urgent need of being addressed.