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Survey reveals most marketers not engaging local audience

A recent survey from the Chief Marketing Officer Council found that the vast majority of sector professionals were not satisfied with their local engagement efforts.

The study found that only 12 percent of marketing executives believed efforts to engage businesses and consumers within their own communities were at satisfactory levels. In addition, 50 percent of respondents said that their strategy was underperformed.

The survey - "Localize to Optimize Sales Channel Effectiveness" - revealed that 86 percent of those surveyed were hoping to localize their marketing efforts

"Localization is the name of the game for national brands with significant field, channel, or network marketing organizations," states Donovan Neale-May, executive director of the CMO Council. "The CtoB mindset of today's market requires brands to move to digital platforms that allow them to customize messages or images, improve brand governance and deliver multi-lingual, multi-cultural campaign executions."

One tool marketers can use to give themselves an advantage over competition and engage with potential clients on a local level is address validation software. By using the most up-to-date technology, many professionals will find that they are able to send out printed material without wasting money.