Idea
Deloitte’s Office of the CMO tasked the Deloitte Digital Social Intelligence team with uncovering insights around the top concerns, challenges, and characteristics of chief marketing officers in social media discussion. Analysts looked at conversations mentioning over 500 CMOs and conducted a competitive analysis of Deloitte and nine competitor firms within the marketing space.
Insight
As new digital technologies have disrupted the marketing environment, the role of the CMO has evolved. Their deep customer knowledge has positioned them as external-facing thought leaders, key connectors within the C-suite, and catalysts for driving change across their organizations. Five CMO social audience groups emerged: Analyst, Creative, Innovator, Brand Ambassador, and Transitioner. Deloitte was perceived by marketers to be a thought leader with deep industry knowledge, but there was low awareness of its marketing services.
Impact
The research informed a Deloitte content and messaging strategy to build deeper relationships with CMOs, empower CMOs in their careers, and position Deloitte as a thought leader in digital enterprise transformation.
Beth Kelley's Portfolio 
Leave a comment