Gartner Research

Integrate Corporate Marketing at the Local Level to Go 'Glocal'

Published: 25 June 2013

ID: G00249021

Analyst(s): Kimberly Collins


Local marketing enablement is a key process that enables companies to become "glocal" by integrating local and global marketing more effectively. CIOs should consider eight key technologies and capabilities to overcome politics and power shifts.

Table Of Contents
  • Key Challenges



  • Look for Campaign Management Solutions That Support Distributed Marketing Campaigns
  • Provide Access to Leads Generated by Lead Management Solutions
  • Provide Access to Promotions, Coupons and In-Store Advertising
  • Use Marketing Fulfillment Solutions to Provide Access to Content and Collateral That Can Be Localized or Customized
  • Automate the Management of Co-op and Local Market Development Funds
  • Close the Loop Between Corporate and Local Marketing With Bidirectional Information Flow
  • Build an Integrated Portal for Local Marketer Access
  • Consider Specialty Solutions for Local Marketing Enablement
  • Closing Comments

Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.