电通：2023年首席营销官（CMO）秋季报告（英文版）（58页）.pdf

1、Fall 23 Edition:Building modern brands to meet changing consumer behaviors and expectationsCMO|NavigatorCMO Navigator Fall 23 EditionAbout the CMO NavigatorAt dentsu,were committed to helping marketers prepare their brands for whats next.Which is why,in an effort to help marketers navigate a fast-ch

2、anging environment by anticipating whats around the corner,we decided to evolve the Dentsu Navigator platform to not only equip CMOs with insights on shifting consumer sentiment but also with an understanding of how their peer set is thinking about tackling the business challenges facing them.The CM

3、O Navigator is a twice-a-year survey and report(Spring&Fall)that focuses on the mindset,challenges and strategies of North American marketing leaders as they plot their path to the future.The Fall 23 edition was administered through B2B International to 600+marketing leaders in the United States and

4、 Canada in August 2023.This report also leverages insights from a Dentsu Consumer Navigator focused on sustainability,which surveyed 1,000+U.S.and 600 Canada respondents.Bringing consumer insights into the CMO Navigator report allows us to gauge how aligned(or not)CMOs and consumers are on a range o

5、f topics.Its our version of“family feud.”Starting with our Fall 22 wave of the CMO Navigator,we found a majority of CMOs being concerned about a possible recession but remaining optimistic about an improved economic outlook and marketings increasingly elevated role in shaping it.In this Fall 23 Edit

6、ion we explore whether CMOs concerns(and optimism)have persisted and how business results have evolved in the last year.In our Spring 22 Edition CMOs had previously indicated that they were facing a number of challenges tied to media transformation and turning to emerging solutions,such as original