As brands prepare to weather increasing socio-economic disruption across the UK, UNLIMITED took the pulse of CMOs from a wide range of industries to explore what will be driving their strategies in 2023. Our aim? To provide an exclusive lens into what's making CMOs tick in the face of looming risks and opportunities.
The marketing leaders we surveyed shared their key priorities, which painted a picture of breadth and depth for their ever-increasing remit. See for yourself:
96% of study participants rated performance marketing as their top priority
Behavioural science is on balance seen as better sitting with agencies than in-house, with 39% of CMOs preferring it as an external rather than internal capability
A hefty 96% of respondents ranked CX as a key concern, but only 79% said they are using it as a tool for ROI
67% of the CMOs we asked said that they were applying research & insight techniques to improve conversion