Inside the mind of global CMOs: Marketing focus for 2023

By Braidr
12 Jun 2023

What will the future have in store for brands and marketers? James Wolman, Head of Data Science at Braidr, talks about how his team reached inside the mind of CMOs to bring the latest marketing trends from around the globe. Discover what’s on the horizon and how you can stay ahead of the competition in the ever-evolving marketing world.

The marketing world moves at the speed of light, with trends, technology, and tactics constantly evolving and shifting. 

2022 was a year of many changes – economic uncertainty, wars, and pandemic affecting consumer behaviour, while 2023 appears to follow a similar trend. As a result, consumers have become more reliant on digital platforms and are now looking for high-quality experiences from the brands they interact with. The marketing industry had to change as well. It became crucial for companies to keep up with the shifting environment in order to remain relevant and keep consumers interested.

These changes impacted the role of the modern CMO, making it more complex than ever before. Marketing leaders now find themselves focusing on a broader range of areas – from data and technology to leadership and mental health.

An insider’s perspective on the ever-evolving world of marketing

With every social media post, users provide a glimpse into their considerations and intentions. And CMOs are no exception, especially when it comes to sharing their deepest concerns or controversial opinions on the well-known platform called Twitter.

In light of this, we’ve built a comprehensive report that is based on over one million tweets from marketing leaders across the globe. This approach has allowed us to tap into their minds and uncover key trends and strategies.

By providing these up-to-date insights we hope to contribute significantly to brands’ growth and equip them with the necessary tools to thrive in today’s fast-paced marketing environment.

Our report includes valuable insights, stats, and key takeaways to drive success for your business:

The science behind delving into 1 million tweets from marketing leaders

To create this whitepaper report, we used advanced data analysis methods to examine over a million tweets and profiles, focusing on language processing techniques and large language models to discover global CMO trends.

To make sense of the massive amount of unstructured data, we applied techniques like sentiment analysis and named entity recognition, which helped us identify important topics and the emotions expressed in the tweets. We also developed algorithms that grouped tweets into clear themes, allowing for a deeper understanding of the main subjects being discussed.

Additionally, we took advantage of powerful language models, specifically fastText and OpenAI architectures, to analyse the tweets in context. This innovative approach not only allowed us to identify popular keywords but also revealed hidden connections between different topics. By combining language processing techniques and large language models, we were able to uncover trends, emotions, and stories that might have otherwise gone unnoticed.

Innovation, leadership and well-being are at the top of CMOs’ minds

The CMO conversations that captivated Twitter in 2022-23 revolve around emerging technologies and trends that drive marketing innovation. Our analysis revealed that 21.6% of CMOs are considering integrating data science into their business strategy. With its potential to revolutionise the marketing landscape, it’s no surprise that it become a hot topic in the industry.

But it’s not just about innovation. To truly succeed in marketing, it’s critical to stay up-to-date with the latest trends and make the most of them to create impactful strategies that resonate with your target audience. One powerful strategy that is gaining recognition among CMOs is leveraging brand ambassadors to boost their organization’s brand presence. In fact, our research showed that 18.5% of CMOs actively vocalise the value of this approach.

In addition to staying ahead of trends and technologies, fostering growth and leadership in marketing is also essential for success. As part of this, it’s critical to ensure that all voices are represented, and diversity is embraced within the industry. According to our findings, 24.3% of CMOs are advocating for increased representation of women in leadership roles.

Navigating change is another important area of focus for CMOs, particularly emerging out of the pandemic and the rise of ESG challenges. Prioritising mental health and social responsibility has become increasingly important, with 17% of CMOs recognising the need to focus on well-being within their organisations.

Here are 4 takeaways for driving marketing success

Data is imperative — The way forward needs data and digital capability, alongside traditional skills such as marketing strategy and brand management.

Success thrives on innovation — Dive head-first into innovation and new technology by staying true to your core value and brand personality.

Improvement needs to be constant — Invest in personal & business development to stay relevant and competitive in a constantly changing market.

ESG will continue to rise — Amplify ESG efforts by incorporating sustainable and responsible practices into your strategy.

Read more and stay ahead of the curve with our whitepaper The Voice of the CMO – your ultimate guide to the most talked-about topics among global CMOs. Download your free copy today.

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