New report shows GénAISophisticated marketing measurement tools and closer collaboration between IT, data science and marketing will drive growth and change in 2025.
It is according to the last CMO Insights Report Since NIQ which explores how marketers are facing both “headwinds and tailwinds” in their strategic planning for 2025, as well as the “new era” for Artificial Intelligence (AI) in marketing.
The report is based on a survey of nearly 600 senior marketing executives at companies with annual revenues of more than $50 million (€47.2 million) or more than 250 employees.
It covers 18 countries representing Asia Pacific, Europe, Latin America, Middle East/Africa and North America.
“The future of marketing will be led by AI. While other aspects of CMO strategy have remained stable in 2024, generative AI (GenAI) is driving significant growth and change and becoming a central part of the marketing mix to accelerate growth “, declared Marta Cyhan-BowlesNIQ Communications Director and COE Global Marketing Manager.
“AI can improve the efficiency of everything we touch: from customer interaction to ideation, data collection, analysis, synthesis of information across projects and opening of new opportunities. »
The report shows that 78% of marketers expect to be in a stronger position in three years. In today’s environment, more than half (56%) still see marketing as the key to achieving immediate sales goals (up from 64% in 2023), which NIQ says reflects a shift towards brand building in the long term.
While 60% of marketers find it easy to justify their marketing investments (up from 65% in 2023), CEOs and CFOs have growing confidence in the long-term value of investments in brands (44% in 2024 up from 41% in 2023). ).
The report shows that marketers have also turned to AI as an “essential tool” to tackle key challenges, suggesting it is poised to redefine how they approach the year ahead .
Leveraging AI
Senior marketers are increasingly placing GenAI at the heart of their strategy, with 72% using it for content and creative purposes, 67% to measure brand health, 65% for media planning and optimization and 30% for product development.
NIQ believes that GenAI will make deep inroads across all marketing functions, with marketers also using it to improve customer experience.
Closing the gap
Data indicates that AI narrows the gap between customers and businesses by improving understanding of consumer preferences.
The report notes that AI also drives efficiencies in long-term consumer-focused product development. He suggests that by leveraging AI, marketers can prioritize creative insights, test multiple ad iterations, and meet deadlines without sacrificing quality.
Interdepartmental collaboration
NIQ suggests that marketers use the language of CFOs to secure investments and collaborate with CTOs to maximize AI’s potential.
According to the report, the new year will see closer collaboration between marketing, data analysts and business leaders to break down data silos and integrate diverse data sources to provide more actionable insights.
Outlook
The CMO outlook predicts that consumers will continue to face rising food and utility costs, coupled with the looming threat of an economic downturn, which has shaped the cautious spending patterns seen across the sectors consumer products and retail.
In turn, AI is likely to have a major impact on long-term marketing strategies, such as promotional and branding activities, as consumers continue to seek value and savings.
Yet even in the face of these economic challenges, NIQ says there are still opportunities for marketing growth.
