Based on a poll of 150 marketers—conducted with HH Global, a procurement and creative-production solutions provider—the CMO Council discovered that firms are finding it hard to localize content and tailor their output for individual media platforms.
Only 36% of interviewees, for instance, agreed they were performing “well” or “extremely well” when it comes to translating creative strategies across all the necessary physical and digital touchpoints.
Similarly, just 32% believed they are currently “doing well” or are “very advanced” in adapting branded content for the “markets, audiences, partners, and geographies” served by their companies around the world.
Resolving these issues is a “critical challenge” for brand custodians aiming to truly meet evolving shopper needs in the markets they play in.
“Increasingly discerning consumers expect—if not demand—that the materials brands present across sales, marketing, and service touchpoints are timely, relevant, and reflect the customer’s unique context,” the study said.
Marketers Struggle to Adapt. WARC.