Forbes spoke with more than a dozen CMOs from a range of industries to have them share trends, goals, challenges, and opportunities that they think will be key in the year ahead
Next year, Willenborg says Seventh Generation’s marketing efforts will continue to focus on what she calls “mindful progressives”—people that she says aren’t defined by any age group but rather who have “a positive outlook on life and who are aware of the decisions that they make.”
Despite the increased ambiguity, Applbaum—who previously spent years as CMO of brands such as Patrón and Grey Goose—says there will continue to be big opportunities for CMOs to make names for themselves within the cannabis industry. “Smart marketers are going to lean hard into the Olympics and other cultural moments to celebrate unity with other countries around the world,” he says. “And it’ll probably be a good counterpoint to some not-as-positive stories we’re going to be hearing about.”Next year, the Google-owned navigational app plans to focus on how users plan their trips.
“This coming year we will see brands advance their experiential strategies to bring value back to the business,” he says. “Experiences should be driven by focusing on the consumers’ wants and needs and how your brand can meet a challenge or bring in a new opportunity for them. Start with people if you want to resonate.
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