Untangled brand strategist Danish Chan on 5 key questions CMOs will think about in 2022

Danish Chan is co-founder and chief strategy officer of research design and strategic development firm Untangld.

He is one of the world’s most awarded creative and brand strategists, having worked with Virgin Atlantic, Fedex and Coca Cola.

We asked him what CMOs will think about in 2022.

Chan identified five key areas that CMOs will focus on.

Here are his thoughts:

Consumer behavior after the pandemic

Research and strategies will be launched across all categories as CMOs and marketing departments seek to understand and capitalize on shifts in attitudes and behaviors after two turbulent years.

The triple bottom line

As brands continue to connect with audiences on a cultural and values ​​basis, we will see a doubling of how being sustainable and socially active can be good for profit.

But if you hear someone say the word genuine, pretend you’re having connection issues and leave the Zoom room.

What consumption data should I track?

As brands find it harder to access user-level data due to privacy regulations, Google’s move away from third-party cookies, and Apple’s move to require users to opt-in mobile app ad tracking, marketers will need to consider how this impacts spend and experience.

How to take advantage of the new digital commerce ecosystem?

COVID has accelerated digital commerce, leading to significant changes in how marketers spend money and structure their teams.

Since the rise of DTC, subscription, social commerce, how do you make shopping a natural part of everything?

Accessibility, safety and well-being

As customer and brand experience remains a top priority for CMOs and marketing departments, part of that boost will be looking at how your brand enables accessibility, promotes inclusivity, and champions a higher state of well-being. to be.

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