While most executives' strategies are influenced only by the most objective of consumer measures — revenues, adoption rates and so on — marketing chiefs must account for a much broader and more subjective swath of external reactions and influences.
Here, according to The Holmes Report's new Influence 100 survey, are the biggest external concerns facing 100 of the most influential in-house marketing and communications leaders from around the world.
- Navigating complex and uncertain geopolitics
- Adapting to the changing landscape of the media (namely, clickbait journalism, the constant news cycle and "fake news")
- Maintaining reputation amid constant and rapid change
- Adequately communicating company vision and purpose
- Persuading the public that social initiatives are genuine, rather than strategic
- Dealing with pressure from the public, government, NGOs and other stakeholders
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