Global Marketing Unifies Winning Brands
Global Marketing Unifies Winning Brands
If marketing in the year 2020 could be summed up in one word, it would be “global.” Digital and social media have empowered consumers to share information around the world in real time with one click. This same technology has allowed brands to coordinate globally in a way never before possible, and successful brands are taking full advantage, according to Marketing2020 research.
- Seventy-three percent of overperforming brands reported that global marketing provided some or all training for local teams, compared to 59 percent of underperformers.
- Only 27 percent of overperforming brands reported that global marketing rarely provided marketing training for local teams, compared to 41 percent of underperformers.
About Marketing2020
Marketing2020 – Organizing for Growth is the most comprehensive global marketing leadership initiative ever undertaken. Led by Millward Brown Vermeer in partnership with the ANA, Spencer Stuart, and Adobe, Marketing2020 is focused on how to best align marketing strategy, structure, and capabilities for business growth. The Marketing2020 fieldwork included vision interviews with more than 250 leading CMOs and an in-depth online survey of 10,491 contributors from 92 countries.
Source
"Global Marketing Unifies Winning Brands." Marketing2020.