Forrester’s 2022 Q2 B2C Marketing CMO Pulse Survey has new data. This survey was conducted across industries and surveyed 153 US B2C marketing executives (VPs) at brands with 500 employees. We provided 13 marketing priorities to respondents and asked them to rate their importance for their marketing department in the remaining 2022. These are the results. The top five priorities that were most frequently ranked as “critical” are:
1. Keen on Employer Branding and The Employee Experience
It is tough to acquire and retain high-performing employees right now. This puts it at the top of the CEO’s list. As employer branding has become increasingly driven by marketing, CMOs are essential to the team. Why? Because the foundation of employer brand strategy is traditional brand strategy. CMOs must be able to link employee experience (EX), brand experience (BX), and customer experience (CX).
2. Customer Experience Optimization
Digital commerce was a key topic after the pandemic. More CMOs are responsible for CX. Because all customer experiences are brand experiences, Forrester’s 2022 Marketing Survey showed a 16-point increase in global marketing decision-makers for B2C companies with 500+ employees, where the marketing function is responsible for CX. Nearly half (46%) of US B2C marketers believe that improving customer experience will cost more than their benefits.
3. Reduce the Impact of Third-Party Cookies Being Discontinued
The demise of third-party cookies is a marketing topic that’s more talked about than the “metaverse,” which we’ll discuss below. Forrester tracks this as one of four data deprecation forces. It affects audience targeting, media buys measurement, data strategy, and media strategy. CMOs need to broaden their perspective to address all four forces of data deprecation and shift their marketing approach towards first- and zero-party data to mitigate its adverse effects.
4. Protect Advertising From Appearing Adjacent To Mis-information/Dis-information Content
The media has been dealing with a widespread issue: disinformation is a significant problem. Guess what? Marketers fund it. Because programmatic media cannot monitor every ad impression, most brands and their agencies don’t know where their ads are being placed. It doesn’t stop there. Industry trade e-commerce organizations, brand safety vendors, publishers, and advertising technology solutions all play catchup, leaving CMOs to clean up the mess.
5. Double down on Sustainability & Green Initiatives
Consumers are increasingly choosing brands that share their values, especially in sustainability. Forrester’s Consumer Trust Imperative Survey 2022 shows that more than half of online adults (56 percent US, 68% France, 68% Sweden, and 69% UK and Germany) think brands should “lead change” with climate change. What is the role of the CMO as more companies make sustainability pledges? They are responsible for ensuring that their brand’s communications don’t clash with the company’s actions to protect the environment.