About 6 in 10 senior marketers, presented with a choice of attitudes regarding the importance of local marketing to their organization’s demand generation and revenue, chose the response indicating that it is essential to business growth and profitability, according to a new report from the CMO Council. Yet in a separate question, only 7% of respondents rated their company’s ability to activate local audiences as being highly evolved.
Instead a plurality (36%) said they are growing in their capabilities and strategies, while about 3 in 10 said they have reasonably effective programs in place. So while they’re not fully confident in their abilities, the general sentiment seems to be that local marketing programs are in place and growing in effectiveness. Just 15% said they are struggling to perform on a consistent basis (8%) or simply underperforming in the area (7%). Read the rest at MarkettingCharts.