Happy New Year!
As we step into a shiny new January, it’s the perfect time for reflection and setting intentions not just personally, but professionally too.
For marketers, the start of the year presents a prime opportunity to realign strategies and embrace new approaches that drive success.
The annual CMO Barometer 2025, a collaboration between Serviceplan Group and the University of St Gallen (HSG), reveals that this year CMOs will need to harness three essential superpowers to thrive—or risk irrelevance in a rapidly shifting landscape.
The required superpowers?
- Analytical Mastery: The ability to interpret complex customer data and transform it into actionable strategies.
- Creative Agility: Leading with vision and flexibility to navigate dynamic market changes.
- Human-Centric Insights: A deep understanding of both data and the emotional cues that drives consumer behaviour.
While these superpowers provide a powerful framework, translating them into actionable priorities is essential for marketers aiming to excel in the year ahead. With the help of emerging trends and new research we’ve done just that:
- Prioritise Personalisation with Purpose
Research continues to emphasize the value of personalisation in marketing, but it’s not just about using a customer’s name in an email or DM piece. Consumers expect tailored experiences that add value and relevance to their interactions. According to a recent report by McKinsey, 71% of consumers expect companies to deliver personalised experiences, yet only a fraction feel they receive them consistently.
Resolution: Dive deeper into your customer data and use insights to create personalised journeys that matter. Consider tools that enhance segmentation and dynamic content delivery for more impactful campaigns.
- Embrace Data Hygiene and Smarter Tech Stacks
A recent study by Acxiom highlighted that while many companies are investing in new marketing technologies, the real challenge lies in data quality and integration. Poor data hygiene often leads to ineffective campaigns, regardless of the tech being used.
Resolution: Treat data as your foundation. Commit to regular audits, cleaner data practices, and better governance to ensure your marketing tools work smarter, not harder.
- Focus on Sustainable and Ethical Marketing Practices
Consumers are increasingly mindful of the values brands uphold, with sustainability and ethical practices influencing purchasing decisions more than ever before. The Kantar Sustainability Index for 2024 revealed that 60% of consumers prefer brands with a clear commitment to positive social and environmental impact.
Resolution: Integrate sustainability into your messaging authentically. Highlight initiatives, be transparent, and ensure your campaigns reflect genuine commitments rather than surface-level claims.
- Leverage AI for Future-Proof Marketing
Artificial intelligence continues to revolutionise the marketing landscape, offering advanced tools for predictive analytics, content generation, and customer engagement. Embracing AI can help marketers stay competitive by automating repetitive tasks and uncovering deeper insights.
Resolution: Every day explore new AI-driven tools to find out how they can support your marketing strategy. Integrating AI thoughtfully can enhance both efficiency and customer experiences.
As you set these priorities, consider them as professional resolutions—goals that will keep your marketing strategies impactful and aligned with evolving consumer expectations throughout the year.
Here’s to a successful and inspiring year ahead, filled with creativity, meaningful connections, and measurable impact! And don’t forget to get in touch if you need any help with your resolutions.
