Wipro and Designit research shows that 68% of CMOs say empathy and transparency surpass innovation in brand success

Wipro, a global information technology, consulting and business process services company and Designit, a Wipro company, have announced the findings   from a new global Chief Marketing Officer (CMO) survey of more than 1,000 marketing leaders around the world. The study identified three types of CMOs, and how leading companies have adapted to the market disruptions caused by Covid-19. The findings offer a comprehensive look at how brands and their CMOs responded to the global pandemic, and the strategies they are prioritising as they build momentum towards recovery.

“This research offers insights to marketers on how to succeed in the face of significant challenges. It revealed that disrupter personas are poised for success in an era of uncertainty and increased expectations. Guided by brand purpose, the disrupter displays an unwavering commitment to customer experience (CX), and driving actionable intelligence from data insights that allows for continued success,” said Rajan Kohli, Managing Partner, Integrated Digital, Engineering and Application Services, Wipro.

84 per cent of CMOs also agreed that one of the most significant challenges in their field is the application of data and marketing technology. While they can outline the need for robust marketing technology and data, 70 per cent still feel that there is a gap between the current capabilities of these solutions, and their vision. To complicate matters, 12 per cent were forced to sacrifice investment in this vital area during 2020, as companies made Covid-related cuts. 

“Over the last 18 months, brands have had to react to unforeseen global changes. Customer and employee needs and expectations changed rapidly, and priorities were redefined. In the face of a public health crisis that pulled us in different directions, empathy and human connection became the key ingredient for brand survival. Brands that changed strategy quickly and put the human experience before commercial gains thrived the most,” said Sunil Karkera, Global Managing Director, Designit.

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