We live in a world where CMOs are like captains steering their brand's ship. As the new year starts, these leaders of the marketing world aren't just looking ahead; they're searching for the latest tools to guide them through changing times. They're not just navigating waves but also adapting to the new trends and tech.

So, what do they want to learn? What knowledge or skills are they eager to find? It's not just about the basics - they're hungry for wisdom that will shape how they run their marketing strategies in the months ahead. From what 2023 showed everyone in the marketing fraternity, it became crystal clear that traditional methods alone won't suffice in this fast-paced arena. The past year acted as a catalyst for change, pushing CMOs to embrace innovation more than ever before.

A key change that drove 2023 was AI, and when exchange4media asked CMOs what they wanted to learn in this new year, quite a few of them answered: ‘we want to learn how to enter correctprompts’. Are we surprised? Maybe not, most of us are probably still figuring out the same.

Deepali Naair, Group CMO, CK Birla shared the same viewpoint, “The one skill that CMOs need to develop is how to do better querying onChatGPT!”

And so does Karan Kumar, Group Chief Marketing and Growth Officer, ART Fertility Clinics. The one thing he wants to learn in 2024 is to command prompts to extract accurate results fromAI stacks.

As for Rajat Abbi, Vice President, Global Marketing (Greater India) Schneider Electric, the wish is to further develop skills in using AI tools in marketing. “This includes using automated tools for creating content and creatives for targeted personas on social media and performance marketing campaigns, which will help in smarter online ads and better optimisation of media spends to deliver higher ROI.”

2023 also served as an eye-opener, highlighting the power of data analytics. CMOs realized that beyond just gathering data, it's about how they interpret and apply it strategically. This is one skill that Sumeet Singh, Group CMO, Infoedge, is looking forward to in 2024. She says, “I wish to master the art of storytelling and weave in emotion, insights, data and brand ethos into a compelling narrative that engages, drives business and appeals to the audience.”

After all, understanding consumer behaviour isn't one-size-fits-all; it's about finding personalized approaches that resonate with individuals.

Moreover, the digital landscape also witnessed a seismic shift. Social media platforms morphed into more than just marketing tools have become spaces for authentic engagement. CMOs acknowledged the need to craft genuine, relatable content rather than bombarding audiences with advertisements.

However, amidst all the technological advancements, the human touch remained invaluable. CMOs have recognised the significance of empathy-driven marketing. Understanding emotions and connecting on a personal level with consumers became a cornerstone of successful campaigns.

Aabhinna Suresh Khare, Chief Digital and Marketing Officer and Head of Strategy at Bajaj Capital wishes to develop this very skill of ‘Human Authenticity and Connect’. Khare feels that in a world where everything will turn digital, the value of human authenticity and connection will be of paramount value.

But perhaps the most impactful lesson was the importance of agility. The ability to pivot swiftly in response to market changes became a crucial skill. CMOs learned that flexibility and adaptability aren't just buzzwords; they're essential for survival in a dynamic marketing ecosystem.

What’s a better example of adapting to change, than the passing of theDigital Personal Data Protection Billlast year? With that was the rise of conversations around data privacy of consumers, as well.

Samar Kagalwalla, Head - Marketing, Communications and Growth, Onsurity, wants to develop the skill of ‘Cybersecurity Aware from Marketing Lens’, this year. He wishes to understand the importance of cybersecurity in protecting customer data and maintaining brand trust, especially in an increasingly digital marketing landscape and integrating cybersecurity into the marketing strategy for enhanced consumer trust and data protection.

In essence, 2023 was a year that urged CMOs to embrace change, leverage data smartly, humanize their approach, and remain nimble in an ever-evolving landscape. These lessons acted as guideposts, fueling their desire to learn and evolve further as they set sail into the uncharted waters of 2024.