CMO Barometer 2023

The CMO
Barometer

GET UNDER THE SKIN OF THE CMO COMMUNITY

As the UK faces vast macroeconomic challenges, brands might be tempted to hit the reset button on some of their priorities. UNLIMITED surveyed CMOs across all manner of industries to paint a comprehensive picture of what they are thinking and feeling in the current climate. Backed by a subconscious testing technique to delve deep into the minds of the UK’s marketing elite, the study shines a light on the trends and developments that brands should be taking stock of in 2023 and beyond.

SEE HOW UK CMOS RESPONDED

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DIGITAL & CREATIVITY ARE THE CORE CMO PRIORITIES FOR 2023

26

Choose “digital marketing” as the “single hottest topic”

90

Say they use digital automation techniques to improve ROI

92

Deem creativity to be essential

EXPLORE THE INSIGHTS BEHIND THE NUMBERS

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HEAR WHAT UK CMOS HAD TO SAY

“The key to success is to think rationally, express emotionally, and gain insight into human nature.”

88% of marketing leaders acknowledge that insight into human motivation is key to developing strategy. But at the same time, they display a gap in applying research sciences to mine this human insight. Is this an untapped opportunity?

“Customer centricity, empathy, storytelling, authenticity, flexibility, resilience, growth mindset. Adaptable to the ever-changing landscape we operate in.”

CMOs are reporting an ever-expanding remit and ever-increasing load. With so much seemingly on their plates, can they prioritise the right things to maximise performance?

“In 2023, digital marketing will dominate our world due to its time and money-saving benefits.”

There’s no doubt that senior execs are overwhelmingly looking at performance and business impact from a tech point of view. But is this tunnel vision going to cost them opportunities in the long run?

DISCOVER THE ANSWERS

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DOES THE SITUATION DIFFER ACROSS EUROPE?

But why stop there? Find out what’s making CMOs tick across Europe with Serviceplan’s global survey, compiling cross-sector data on the community’s needs, priorities, and motivations across 19 markets. Thanks to our partnership with Serviceplan, the 2023 edition includes insights from the UK for the first time since its inception.

UK

Encouraging team spirit in hybrid teams ranks lowest as a significant CMO task in the UK

Netherlands

Digital transformation, chosen across Europe as the third most important CMO concern for 2023, ranks poorly in the Netherlands

Austria

Austria indicates content creation (90.5%) to be a higher priority than emotional brand building (85.7%)

UK

Only 70.73% of UK CMOs deem sustainability an important topic for the year ahead

Switzerland

96.6% of Swiss CMOs believe sustainability will be the most important marketing trend in 2023

Belgium

Belgium ranks connected commerce/ecommerce higher than any other European country with 84.8% participants selecting it as a key trend

Whether you’re looking for predictive insights or to get the lay of the land for CMO strategy on a global scale, Serviceplan, in conjunction with UNLIMITED, will keep you one step ahead.

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