Results from a recent study, commissioned by the Public Relations Global Network, show that marketing and communications executives are "going global," with seven out of 10 saying their organizations currently have, or will have in the next five years, a global marketing function.
The survey of 206 communications professionals at agencies, corporations and non-profits across six continents reveals that 43% say their organizations already have a formal global marketing function. Of those without one, more than half expect to have one in the next five years.
Half of the executives surveyed regularly develop relationships with marketing/communications professionals in other countries:
- 30% interact at least once a month
- 20% interact three to four times a year
- Similar percentages establish global connections with external clients or customers of their organizations, and with representatives of other organizations
The industries from which corporate communicators were most likely to connect globally were:
- Manufacturing (27%)
- Commercial and professional services; media; food/beverage; and tobacco (each cited by 20% of respondents or more)
Respondents who engaged in regular global contact said the benefits were:
- Increased awareness of their organization's brand (50%)
- A more positive attitude toward their organization (49%)
- Increased support of their organization's business objectives and strategies (44%)
The biggest barriers to global communication were culture and language, each cited by more than 40% of respondents.
Posted by Brittany Agro
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That is excessively true. Marketing and communications had really travel a long way and is really going global.
Posted by: plumbing | June 11, 2011 at 08:45 PM