Gartner Marketing Symposium/Xpo Americas: Day 2 Highlights

May 24, 2022

Gartner Marketing Symposium/Xpo Americas: Day 2 Highlights

We are bringing you news and highlights from the Gartner Marketing Symposium/Xpo, taking place virtually through Wednesday. Below is a collection of the key announcements and insights coming out of the conference, and here's what you missed on Day 1.

On Day 2 from the conference, we are showcasing ways to assess brand health, how to engage audiences with emerging digital marketing channels, what CMOs need to know about innovation, and how marketers' playbooks need to consider the new young adult consumer, Gen Z. Be sure to check this page throughout the day for updates.

Key Announcements

• Q&A with Katya Skogen: How Marketers Can Address Consumer Inflation Concerns
• Gartner Says CMOs Who Embrace Scaled Judgement and Empathetic Influence Are More Likely to Report Revenue Growth
• Gartner Survey Reveals Marketing Budgets Have Increased to 9.5% of Overall Company Revenue in 2022

From Chaos to Clarity: A New Way to Assess Your Brand's Health

Presented by Julie Reeves, Sr Director Analyst, Gartner

Declining brand trust, differentiation and budgets have put pressure on marketers to demonstrate the value and impact of their brands. In her session, Julie Reeves, Sr Director Analyst at Gartner, shared how to cut past the clutter of possible metrics to assess brand health and link brand strategy to business outcomes.

Key Takeaways

• "Healthy brands have the power to transform organizations, cementing their market position, evoking deep feelings with their target audience and creating opportunity."

• "There is no one magic metric that will diagnosis brand health, but marketers who can answer the questions within these six dimensions of the Gartner Brand Health Framework will be able to better communicate the impact of the brand:

• Strategy: Does our target audience find value and differentiation in our strategy? Is our target audience size consistent with business goals?

• Reach: Is our target audience aware of us?

• Communication: Are we communicating our brand positioning well to our target audience?

• Engagement: Does our target audience find enough value in our brand positioning to engage with us?

• Experience: Is our target audience experience delivering on our brand positioning?

• Business outcomes: How are the actions of our target audience driving business results such as revenue and profit?"

Watch this space for more updates throughout the day.