What's Happening?
Recent research indicates that Chief Marketing Officers (CMOs) are increasingly focusing on brand awareness as a key metric in their marketing strategies. According to Censuswide's 'The Voice of the UK CMO' report, 62% of CMOs are tracking brand awareness metrics following their marketing activations, a significant increase from 42% in 2024. This shift places brand awareness ahead of other metrics such as content engagement, sales, and customer acquisition. The report highlights that CMOs are acknowledging the importance of looking at the 'bigger picture' and securing leadership buy-in to influence the full marketing funnel. Despite this focus, many marketing leaders face budget constraints, with 89% of CMOs experiencing budget challenges in 2025. However, optimism remains high, with 85% expecting increased marketing budgets in 2026.
Why It's Important?
The emphasis on brand awareness reflects a strategic shift among CMOs to navigate challenging economic conditions. By prioritizing brand awareness, CMOs aim to strengthen their brands' market presence and consumer trust, which can lead to long-term growth and resilience. This approach may benefit industries that rely heavily on consumer perception and loyalty, such as retail and consumer goods. However, the budget constraints faced by CMOs highlight the ongoing challenges in balancing effective marketing strategies with financial limitations. The anticipated increase in marketing budgets next year suggests a potential recovery and renewed investment in brand-building activities.
What's Next?
As CMOs continue to prioritize brand awareness, they may explore innovative marketing techniques and technologies to enhance their strategies. The integration of generative AI in marketing, as noted in the report, could play a significant role in creating high-quality content and improving campaign efficiency. Additionally, CMOs may need to address consumer concerns about AI and ensure transparency and authenticity in their marketing efforts. The evolving landscape may also prompt CMOs to reassess their approach to brand activism, balancing consumer expectations with the risk of backlash.
