Marketing Business Leadership Twitter

Want to get inside the mind of global CMOs? Just look at their Twitter accounts

By James Wolman | Head of Data Science



The Drum Network article

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May 2, 2023 | 7 min read

Using their tweets, Braidr (part of the Tomorrow Group alongside Found) reached inside the mind of CMOs to find the latest marketing trends from around the globe. James Wolman digests the findings.

A phone with the Twitter app open

What do CMOs really care about? Their Twitter accounts can tell you / Souvik Banerjee via Unsplash

The marketing world moves at the speed of light, with trends, technology, and tactics constantly evolving and shifting.

2022 was a year of many changes, with economic uncertainty, wars, and pandemic affecting consumer behavior. 2023 appears to be following a similar trend. As a result, consumers have become more reliant on digital platforms and are looking for high-quality experiences from the brands they interact with.

The marketing industry has had to change as well. It became crucial for companies to keep up with the shifting environment to remain relevant and keep consumers interested.

These changes impacted the role of the modern CMO, making it more complex than ever before. Marketing leaders now find themselves focusing on a broader range of areas, from data and technology to leadership and mental health.

The ever-evolving world of marketing: an insider’s perspective

With every social media post, users provide a glimpse into their considerations and intentions. CMOs are no exception, especially when it comes to sharing their deepest concerns or controversial opinions on Twitter.

We’ve built a comprehensive report based on over 1m tweets from marketing leaders across the globe. This approach has allowed us to tap into their minds and uncover key trends and strategies.

By providing these up-to-date insights we hope to contribute significantly to brands’ growth and equip them with the necessary tools to thrive in today's fast-paced marketing environment.

Our report includes valuable insights, stats, and key takeaways to drive success, including:

  • Emerging marketing trends and the role of social media

  • The role of data science and AI in marketing

  • What to know about blockchain and cybersecurity

  • Fostering growth and leadership in marketing

The science behind delving into 1m tweets from marketing leaders

To create this whitepaper, we used advanced data analysis methods to examine over a million tweets and profiles, focusing on language processing techniques and large language models to discover global CMO trends.

To make sense of the massive amount of unstructured data, we applied techniques like sentiment analysis and named entity recognition, which helped us identify important topics and the emotions expressed in the tweets. We also developed algorithms that grouped tweets into clear themes, allowing for a deeper understanding of the main subjects being discussed.

Additionally, we took advantage of powerful language models (fastText and OpenAI) to analyze the tweets in context. This innovative approach allowed us to identify popular keywords and revealed hidden connections between different topics. By combining language processing techniques and large language models, we were able to uncover trends, emotions and stories that might have otherwise gone unnoticed.

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Innovation, leadership and well-being are at the top of CMOs’ minds

The CMO conversations that captivated Twitter in 2022-23 revolve around emerging technologies and trends that drive marketing innovation. Our analysis revealed that 21.6% of CMOs are considering integrating data science into their business strategy. With its potential to revolutionize the marketing landscape, it's no surprise that it become a hot topic.

But it's not just about innovation. To truly succeed in marketing, it's critical to stay up to date with the latest trends and make the most of them to create impactful strategies that resonate with your target audience. One powerful strategy for gaining recognition among CMOs is leveraging brand ambassadors to boost their organization's brand presence. Our research showed that 18.5% of CMOs actively vocalize the value of this approach.

In addition to staying ahead of trends and technologies, fostering growth and leadership in marketing is also essential. It's critical to ensure that all voices are represented, and diversity is embraced within the industry. We found that 24.3% of CMOs are advocating for increased representation of women in leadership roles.

Navigating change is another important area of focus for CMOs, particularly emerging out of the pandemic and the rise of ESG challenges. Prioritizing mental health and social responsibility has become increasingly important, with 17% of CMOs recognizing the need to focus on well-being within their organizations.

4 takeaways for driving marketing success

First, data is imperative. The way forward needs data and digital capabilities, alongside traditional skills such as marketing strategy and brand management.

Second, success thrives on innovation. Dive head-first into innovation and new technology by staying true to your core value and brand personality.

Third, improvement needs to be constant. Invest in personal and business development to stay relevant and competitive in a constantly changing market.

And finally, ESG will continue to rise. Amplify ESG efforts by incorporating sustainable and responsible practices into your strategy.

Stay ahead of the curve with our whitepaper The Voice of the CMO, your ultimate guide to the most talked-about topics among global CMOs.

Marketing Business Leadership Twitter

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