‘We need to swing back to that balance between existing demand and future demand’: Top CMOs list marketing priorities over next 12 months

November 21, 2024 10:15

Leading CMOs have argued that the industry has tunnel vision on existing demand, and they hope to see a refocus on the ideology of the short and the long, as well as better and more strategic adoption of AI in marketing.

At the IAB Australia Leadership Summit on Wednesday, Nine’s CMO, Liana Dubois, featured on a panel alongside Leandro Perez, senior vice president and Australia and New Zealand CMO at Salesforce, sharing their thoughts on the trends of the past year, and what they hope to see in the next 12-18 months.

Dubois said the past year-and-a-half has seen “too much of a swing” to short termism and performance based metrics.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

ai Cost of Living generative ai IAB Australia IAB Australia Leadership Summit Leandro Perez Liana Dubois Marketing marketing budgets Nine Salesforce

1 COMMENTS

Sceptic 23 Nov 24

Nine telling us to focus more on the unmeasurable long term is kind of like Domain telling us there’s never been a better time to buy property. Oh, wait…

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