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SapientNitro Global Marketing Series: Part One – CMOs Reveal Obstacles To Global Marketing

SapientNitro Global Marketing Series: Part One – CMOs Reveal Obstacles To Global Marketing

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Published by SapientNitro
Our CMO Global Marketing Readiness Study, a 6-month research study of 114 CMO-level marketers, has culminated in three separate points of view on the future of global marketing. The first article of The Evolution of Global Marketing series focuses on identifying the obstacles, and understanding the implications of these new challenges.

For the full series and supporting infographic "Obstacles to Global Marketing," please visit our blog: http://bit.ly/Q0RnB8
Our CMO Global Marketing Readiness Study, a 6-month research study of 114 CMO-level marketers, has culminated in three separate points of view on the future of global marketing. The first article of The Evolution of Global Marketing series focuses on identifying the obstacles, and understanding the implications of these new challenges.

For the full series and supporting infographic "Obstacles to Global Marketing," please visit our blog: http://bit.ly/Q0RnB8

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Published by: SapientNitro on Sep 05, 2012
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05/13/2014

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CMO
s
Reveal
 
Obstacles
tO SuCCeSSfulGlObal MaRketinG
SapientnitRO GlObal MaRketinG SeRieS
th eoo o Go Mrg | b fr lr  Hg arso
article Of 3
1
 
CMOs a stggling to adapt to a wold that is fndamntall diffnt fom whnth statd thi cas. Dispti digital tchnologis and th nw pctationsof th global consm a focing global fims to adjst and innoat.At SapintNito, w ha mad a significant ffot to ndstand how ths changsa impacting lag global oganiations. What w fond was spising: jst 15% ofsnio mats a ppad to dal with th apidl changing consm, and jst8% bli agncis a sccding in thi sppot of global bands.This shold b a wa-p call fo global mats.To fth dlop an ndstanding of th cass and implications of ths tnds, w ha condctd a 6-month std of 114 CMO-ll mats, inclding on-on-on intiws with fom o cnt CMOs inclding Th Hom Dpot andIntcontinntal Hotls.O sach has clminatd in th aticls. Th fist is focsd on idntifing thobstacls, and ndstanding th implications of ths nw challngs. Th scondposits a nw “Global Mating Mindst” of th ft CMO — on mo comfotabl with tchnolog, consm insight, analtics, and mlti-disciplina statg tams.Th final aticl plos th implications of ths tnds fo agncis — howagncis can btt sppot lag global bands; it also points ot majo aas wh th a cntl failing.Togth, ths pics psnt o pspcti on th ft of global mating.Whil it is a challnging ft, it also is fll of oppotnitis fo innoati,adaptabl, and ntpnial lads and bsinsss.
exeCutive SuMMaRy
?!
 
Global CMOs and snio lads a facing distincti nw challngs, whichha aisn jst in th last fw as. Amid this wa of dispti tchnologand its application to bilding mlti-channl pincs, mats ainnting thi tools and appoach.In o sach, w idntifid fi significant and nw challngs: disptitchnolog, th connctd consm, th localiation challngs of digital, thchallng of global mlti-channl pojcts, and a mismatch of oganiationalstcts.In total, ths tnds a diing a nw mating nionmnt, which isdamaticall mo difficlt than n fi as ago. Fo ampl, it is mchmo difficlt to manag o global bands acoss dispti tchnologisof social mdia, mobil apps, and in-sto digital pincs. rcntdlopmnts in mlti-channl digital pincs off oppotnitis to gown and connct with consms, bt qi instmnts mch too lagfo a singl mat.It is cla w li in a tim of majo nw challngs fo global mating. Inth following sctions, w will plo th nat of th challng, and alsonot th implications of ach.
intROduCtiOn
consid thmsls ‘ nowldgabl’ abot tchnolog, and t b 2017,ths CMOs will pchas mo tchnolog than th CIO
1
.Scond, th ll of instmnt qid to adapt to ths nw tchnologisis placing pss on th local – global lationships which a co to thnat of global mating. en whn CMOs want to adapt and oll ot thsnw tchnologis, oftn th cost is pohibiti, th rOI is non-istnt, o both. Local affiliats a not lil to b abl to affod to dlop o oll ot thlatst tchnologis. And if th do, th ma not b consistnt with th globalband standads.Thid, th  nat of mating has shiftd as a slt of ths disptitchnologis. Instad of taditional on-to-man mating, a nw focs ofpsonalid, social mdia-din on-to-on mating is now th l. Ino sach, social mdia platfoms — most of which didn’t ist at scalfi as ago — and as th nmb on concn fo snio mats.Nw mdia channls a also pat of this is of on-to-on mating: 89%potd that th polifation of mdia channls has significantl incasdth challngs of global campaign managmnt.
DISruPTIve TeCHNOLOGy
Th fist obstacl idntifid is th apid gowth of nw, disptitchnologis. Ths a shaping how consms can b achd, and howmats dlop campaigns to lanch and infoc thi commc o band-bilding goals.Consid th tchnologis that ha bn intodcd o achid maningflmat shas in th past fi as: mdia tablts, mobil-cnticapplications and intfacs, psonalid and social s pinc,intnt-awa dics, app stos and matplacs, in-mmo compting,psonal snsos, location-basd sics, mobil commc, agmntdalit, in-sto ioss, toch-scns, and man mo.And mo chang is coming, with NFC (na fild commnication) and mobilpamnts aching a tipping point, whil digital tools a affcting th wa wod coff, di cas, cis, n monito hom lcticit consmption.Littl wond thn that snio mats a stggling to adapt in this nw wold. Th polifation of nw tchnologis psnts a st of obstacls toglobal mating.Fist, th snio mat now has to b nowldgabl abot th latstand gatst tchnolog. Bt th an’t toda. Jst 1 in 5 snio mats
new GlObal MaRketinG CHallenGeS
COMPANIeS Are STruGGLING TO ADAPT
FIGure 2:
% of spondnts who stongl agd toth qstionO global matingoganiation is ppad todal with apidl changingconsm tnds aonddigitaliation and globaliation.O mating actiitis afll intgatd and woingtogth (.g. digital actiitisa in snc with taditionalmdia campaigns).
FIGURE 2
To si in th nw mating wold, mats mst b flibl. yt aminoit of mats fl ppad to dal with intgating thi mating actiitisto ach ths consms.
Source: Q2 2012 online survey to 114 senior marketers with global responsibilities
GLOBAL MArkeTING IS MOre IMPOrTANTTHAN 5 yeArS AGO
FIGure 1:
Th impotanc of managingglobal campaigns is gat than it was 5 as ago.Th intconnctdnss oftoda’s consm is baingdown th bais btwnglobal and local mating.% of spondnts who agd o stongl agdto th qstion
FIGURE 1
Th co challng fo toda’s global mat: global mating iscognid as mo impotant than 5 as ago, n as global and local matingdistinctions ba down.
Source: Q2 2012 online survey to 114 senior marketers with global responsibilities
32%50%45%43%15%9%
1
 
Gatn 2012
88%82%

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