Due to the success of the German CMO Barometer, it is only logical that this survey made by Serviceplan Consulting Group and Facit Research has now also been conducted in several other countries - including Belgium for the first time. The questionnaire tries to find out which marketing trends weight the most on CMOs and what kind of changes they anticipate in their future daily routine.
Key insights of 2021
The marketing year 2021 is dominated by many topics in the view of CMOs – sustainability and climate change, digitalization, Corona and data-driven marketing stand out.
Despite the difficult economic situation, pricing plays a subordinate role for Belgian CMOs in 2021.
Key areas of focus for 2021 include digital transformation but also maintaining team spirit.
It further appears that Corona has had a lasting impact on businesses, as many of Belgium’s top marketers fear returning to normal will not be an easy task. The transition after more than a year of remote work seems to be a non-negligible point of concern. Building bridges and reconnecting with people is now an urgent task for the CMOs.
In 2022, CMOs think that mainly three topics will most define the marketing year:
#1 Data-driven marketing
#2 Customer experience
According to about 2/3 of the surveyed Belgian CMOs, the topics customer experience, new business models and emotional connection to the brand will be most important.
Digitalization and ever-changing trends as well as data-driven approaches determine changes in the role of the CMO.
Which of the “typical” CMO tasks listed below will become important in 2022?
According to about 2/3 of the surveyed Belgian CMOs, the topics customer experience, new business models and emotional connection to the brand will be most important.Digitalization and ever-changing trends as well as data-driven approaches determine changes in the role of the CMO.