Global Marketing Function Intrinsic In Five Years


by Jack Loechner,
Wednesday, June, 2011

Results of a 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.

Francine Robbens, PRGN president, says “… even organizations that are not operating globally today said that they expect to have a global marketing communications function in the future… communications professionals see clear benefits in fostering global relationships…”

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.

Robbens concludes that “… this last finding underscores the value of communications networks… to partner with local agencies in international markets… to address differences… and communicate more effectively to specific audiences… “


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