With more pressure to drive efficient growth during disruptive times, there are three trends that will most impact chief marketing officers in 2023, says Gartner.Shifting customer behaviours amplify uncertainty;Disruptive market dynamics erode traditional sources of brand value.
In addition, the majority of consumers and B2B buyers will increasingly withhold the personal data necessary to effectively track demand or respond with multichannel engagement, exacerbating CMOs’ data challenges. Evolving regulatory and technical safeguards of consumer data privacy, including browser cookie deprecation and new privacy features in iOS and Android, are also making proven digital marketing tactics obsolete.
A March 2022 Gartner survey of 405 senior marketing leaders found that those who describe their approach as “independent” outperform self-described “collaborators” on annual revenue targets by almost a quarter. While marketing leaders believe they should take a collaborative approach in theory, those who do in practice are less likely to exceed their customer acquisition goals.
Consideration: Over half the 1 999 employees, consumers and B2B buyers that Gartner surveyed in June and July 2022 said it’s less important to choose a well-known brand today than it was three years ago.