Localization Equals Optimization

by Jason Wadler on November 8, 2011

At Leapfrog, we are big believers in think global, act local.  We were one of the early pioneers in applying that approach in the digital space for our Clients.  And now, in a recent report compiled by the CMO Council , it seems localization is catching fire.  In the report, “86 percent of national marketers are looking for ways to better modify, adapt and localize their marketing content, messaging and prospect engagement practices.”

Here’s a quick look at three points we found revealing:

  • Over 50% of marketers surveyed believe they are underperforming when it comes to local marketing
  • Only 12% of marketers surveyed believe they have a “highly evolved local campaign”
  • Only 36% of marketers surveyed have implemented a process to track the impact of national-level advertising on specific local markets

We’ve seen the power of localization with our Clients, from front-end media and creative targeting all the way through the sales process, with transactions made either in home or at a retail outlet. Advances in technology and tracking are enabling the smartest companies to create digital content that is highly – and efficiently – customized to the recipient and the likely point of sale.

Without question, understanding the consumer is key to delivering the right customer experience. Sales success today depends on delivering relevant and timely messages at precisely the right point in the sales cycle, making localization all the more critical to a marketer’s toolbox.

Next week, I’m leading a panel at the CMO Leadership Forum in Boston where we’ll talk about the role of digital marketing in creating the right localized, targeted, and scalable customer experiences. It’s a topic that CMOs are anxious to discuss, learn, and integrate into their marketing playbooks. I look forward to sharing more insights from the panel later this month.