Gartner Research

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

Published: 25 June 2013

ID: G00249021

Analyst(s): Kimberly Collins

Summary

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

Introduction

Analysis

  • 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

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