GFM's CMO Roundtable discussed global marketing trends
CMOs from well-known companies discussed the marketing trends that will become important for Switzerland and internationally at the GFM Roundtable. The occasion was the publication of the results of this year's Deloitte study on global marketing trends 2023.
The Chief Marketing Officers (CMOs) Roundtable, held in collaboration between the Gesellschaft für Marketing Schweiz GFM and Deloitte at Zurich's Trustsquare Eventspace, gave experts and entrepreneurs the opportunity to share their insights from the publication with the audience. Their perspective combines the knowledge from research with the experience from practice.
During Thursday's discussion, panelists emphasized the need for companies to be flexible in their marketing strategies. The CMOs from Breitling, Läderach, Zurich Insurance and Bank Cler also spoke about the challenges posed by the ever-changing marketing landscape. It is crucial to stay one step ahead of the competition, they said.
Swiss innovative power in transition
"Strategic thinking and curiosity are two important qualities we look for in new employees," says Daniele Calderoni, Group Head of Brand Marketing at Zurich Insurance. However, only 28 percent of the companies surveyed in Deloitte's study, published in mid-February, consider themselves willing to take risks (Werbewoche.ch reported). Creativity or a positive error culture is considered less important in a global comparison.
The presence of Swiss companies in the Metaverse also leaves something to be desired. While in other nations only 8 percent of respondents said they had no plans yet regarding Metaverse, in Switzerland the figure was 12 percent. Virtual opportunities are gaining relevance, however. Breitling CMO Tim Sayler, for example, says that as early as 2020, Breitling will begin issuing an NFT with every watch sold.
For a sustainable economy
However, in terms of sustainable products and long-term commitment to sustainability, Switzerland is a frontrunner in an international comparison. Sustainability must be firmly anchored in the corporate strategy, he says. "First deliver, then communicate," says Gregor Eicher, Head of Marketing & Sales at Bank Cler, at the CMO Roundtable. Economic considerations are seen by participants as an opportunity, not a risk, and are already largely present in corporate decisions.
