At least 8 in 10 marketers at the global level agree that they support the global strategy of the brand they are working for, per results from the Marketing2020 study released by the Association of National Advertisers (ANA) and EffectiveBrands. But those figures begin to drop as the respondent sample becomes more local: a comparatively smaller 72-75% of marketers at the regional level support their brand’s global strategy, and only 56-66% of marketers at the local level concur. Problems with the clarity – and communication – of global strategies could be to blame.
According to the study results, only 70% of “overperformers” believe that it’s clear what the strategy is for the brand they’re working on. Intuitively, that number drops among “underperformers,” to just 56%.
It’s obviously difficult to understand what isn’t clear, and the numbers bear that out: only 59% of overperformers feel that local marketing understands the global strategy, with just 49% of underperformers agreeing. Read the rest at MarketingCharts.