Deloitte’s inaugural UK CMO survey has found that almost half (45%) of the 120 CMOs surveyed highlight digital transformation as one of their leading priorities for the next 12 months.
This comes as previous Deloitte Digital research found that one third (33%) of consumers said they did not think online services were good enough.
Other leading priorities for UK CMOs in the year ahead include improving productivity and efficiency (39%) and driving greater revenue (33%). In comparison, just 8% plan to focus on retaining their top talent.
Deloitte’s research finds CMOs are prizing analytical skills over creativity within their teams. 31% of CMOs say that their highest-performing team member possesses analytical experience, which accounts for their success. In comparison, just 18% cite creative experience as the key reason for their strongest team member’s success.
- Robinhood data breach highlights growing threat of social engineering
- Digit movers & Shakers | October 2021
- Report reveals top trends driving IT purchasing
Becky Skiles, chief marketing officer in Deloitte Digital, comments: “Creativity will always be at the heart of a marketing team, but analytics play an increasingly critical role. Marketing teams need to be as confident wrangling big data and AI models as they are with creating beautiful creative campaigns – and even more important is linking one to the other.
“The focus for marketers in 2022 must be to ensure that neither creativity nor analytics is side-lined, whether this is in the roll-out of new campaigns, digital platforms, or products and services. Analytics-powered marketing is the key to ensure a seamless, secure and superior customer experience.”
Findings from Deloitte’s UK CMO survey are included in the firm’s Global Marketing Trends report
Trends in the report include ‘meeting customers in a cookieless world’, ‘besigning a human-first data experience’, ‘supercharging customer service with AI’ and ‘purpose – a beacon for growth’, ‘elevating the hybris experience’ and ‘authentically inclusive marketing’.
Get the latest news from DIGIT direct to your inbox
Our newsletter covers the latest technology and IT news from Scotland and beyond, as well as in-depth features and exclusive interviews with leading figures and rising stars.
We will keep you up to date on the pivotal issues impacting the sector and let you know about key upcoming events to ensure that you don’t miss out on what’s going on across the Scottish tech community.
Click here to subscribe.