Marketing as a practice can span big-picture customer experience efforts, as well as email list minutiae, but certain topics get more thought than others. What is currently top of mind among retail marketing executives?
Privacy and security, according to a June 2018 Nanigans survey of 100 CMOs in the US. Issues surrounding data security was cited by 58% of respondents, followed by artificial intelligence (AI) and machine learning (53%) and regulation and compliance (47%).
By revenue level, more CMOs of $100 million to $200 million companies were "actively discussing" all of these subjects than those in charge of $200 million-plus companies. The biggest gap, however, was blockchain technology. Roughly half of CMOs at $100 million to $200 million companies were prioritizing it while one-quarter of higher-revenue CMOs were.
AI is a broad topic that could cover everything from consumer-facing initiatives—like Lowe's experimenting with customer service robots—to operational tools for retail planning and design, to invisible tech—like PayPal's use of fraud detection algorithms.
Data privacy and regulation make sense since they go hand in hand, especially with the introduction of the EU’s General Data Protection Regulation (GDPR) in May. It has been a topic of discussion—and source of concern—among marketers throughout 2018.