Most marketers are failing to satisfactorily tailor their content for different media destinations and geographical locations, research from the CMO Council, the executive network, has revealed.

Drawing on a survey of 150 marketing practitioners – conducted with HH Global, a procurement and creative-production solutions provider – the CMO Council discovered that only 36.2% of interviewees thought they were performing "well" or "extremely well" when it comes to translating creative strategies across all the necessary physical and digital touchpoints.

Similarly, just 32% asserted they are currently "doing well" or are "very advanced" in adapting branded content for the various "markets, audiences, partners, and geographies" served by their firms around the world.