• by Ray Schultz , Columnist, 5 hours ago

Email teams worldwide could soon find themselves having more work heaped on them -- work that will have them following broad centralized strategies and enacting them locally, judging by a study from the World Federation of Advertisers titled “The Transformer’s Paradox: Global Brand Transformation.”

This change is being driven by many factors, particularly the top three cited by respondents:  

• Shifts in consumer behavior—43% 
• New opportunities for growth—41%
• Changing competitive environment—39%

As for the other choices, 30% say change stems from the need for reduced cost and headcount.  

As it stands, brands feel AI and technology will be their top marketing priorities in five years. They cite: 

• AI and technology integration—60% 
• Marketing effectiveness—49% 
• Innovation (brand, product…)—47%
• Profitable brand growth—46% 
• Data-driven marketing—35% 
• Customer-centricity and insights—30%
• Creating new markets—24% 
• Digital transformation—25% 
• Capturing market share—23% 
• Creativity and innovation—21%
• Brand building—21%
• Brand and company strategy—19%
• Integrating marketing and sales—16% 
• Board alignment—14% 
• Customer experience—16%
• Sustainability—7%

One sees that the customer experience, previously a leading imperative, is ranked near the bottom in this report.

In another shift, that could have impact on email marketers. The survey “reveals a tale of two strategies: today’s leaders are winning with a regional focus, but tomorrow’s enterprises are betting on a future that is less regional and more globally enabled hyperlocal.” 

What does that mean? One WFA member describes it  as “global story, local glory.”

According to the study, this new model has two core components:

1. Global Enabling Platforms—"Instead of top-down command centers, leading companies are building centralized 'centers of excellence' that provide the tools and guardrails for everyone.” 
2. Empowered Hyperlocal Teams--"With the global platforms providing the what (such as brand identity, tools), local teams are free to become true masters of the ‘how’ (such as cultural execution)—They are no longer just adapting regional plans; they are originating ideas from the ground up, empowered with a deep, personal understanding of their customers.”

The report is based on research conducted jointly by WFA and Ogilvy Consulting, consisting of in-depth interviews with 20 senior marketing leaders from L'Oréal, Mondelez, HP Inc, Unilever, Kenvue, and Zurich Insurance, and a short snap survey of 60 WFA members and Ogilvy clients.