MARKETING PRIORITIES

CMOs face a ‘reputation and results’ reckoning in 2026 - report

By our African Marketing Confederation News Team | 2025

NielsenIQ believes the outlook for chief marketing officers next year will be characterised by efficiency and proving impact.

With many businesses worldwide prioritising cost reductions, CMOs are being challenged not just to spend wisely, but to prove how marketing directly drives awareness, growth and loyalty. 

 

This is according to the ‘CMO Outlook: Guide to 2026’ report released by consumer intelligence company NielsenIQ. 

Image by rawpixel.com on Freepik

“Every marketing dollar is now under the microscope. It’s no longer just about efficiency; it’s about proving impact – all with largely flat budgets,” comments senior NielsenIQ executive Marta Cyhan-Bowles.  

 

“Marketers are redefining what performance means. Data, AI, and retail media networks are reshaping the marketing playbook – and the most successful CMOs will be those who connect these forces to demonstrate measurable value for the organisation.” 

 

Four priorities in the new year 

 

As CMOs look ahead to 2026, the findings point to four priorities that will define high-performing marketing organisations: 

 

  • Data integration and connectivity: Building unified, centralised data systems to create a single source of truth for marketing performance and enable faster, insight-driven decisions. 

 

  • AI implementation and ROI measurement: Maximising existing AI capabilities, investing in new AI solutions that drive measurable efficiencies, and clearly articulating martech’s business impact to executive stakeholders. 

 

  • Omnichannel strategy and retail media integration: Modernising the media mix by balancing digital acceleration with traditional channels, leveraging retail media network efficiencies to offset lower-converting high value channels, while maintaining full-funnel coverage across the consumer journey. 

 

  • Talent and capability investment: Upskilling marketing teams to leverage analytics and AI tools effectively, enabling agile decision-making and sustained brand growth even amid economic pressure. 

 

Together, these focus areas position CMOs to move beyond efficiency toward long-term resilience, driving both long-term brand equity and measurable business results, NielsenIQ says. 

 

The integration of AI and data driven strategies is not only a response to budget constraints but also a proactive approach to sustainable growth in a challenging economic environment. 

 

You can find out more about the report here. 

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Jason Lottering
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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.