The Digitization of the CMO Role

Schinelli - Digital CMO - 1200x900The only thing evolving faster than technology today is consumer behavior.  And, the two are inseparable.

Some stats to ponder:  By the end of this year there will be nearly 2 billion smartphone users globally – more than one quarter of the world’s population.  App Store downloads are projected to reach 100 million per day by 2017.  There are currently more than 2.4 billion active social media users.  More than 51% of U.S. adults bank online.  Google processes 400 million searches each day.  And, e-commerce in the U.S. will reach $431 billion annually by 2017.

Keeping pace with these trends requires a new level of agility, digital savvy and technological fluency.  Today’s Chief Marketing Officer (CMO) role is all about curating a connected customer experience while staying on top of the steady stream of innovations in social, mobile, web and data analytics.

Forward thinking CMOs are plugged into an array of digital platforms and strategies and are increasingly focused on the data generated from customer engagement.

Ads as sensors: Digital assets are the marketing drones of the information age. 

While ads are generally thought of simply as vehicles of brand awareness and offers, they have in fact become sensors. Ads, content, sm posts, apps and sites generate the digital pulse signals of a brand’s health.  Data about where, when, how and how frequently these assets are “activated” by our audiences, deliver real-time feedback about our market share and ROI.

These touch points, combined with enterprise-level conversion data, can provide a 360 degree view of the customer path and engagement, from first contact through to purchase, delivery and service.  Today’s CMOs and Chief Digital Officers (CDOs) need to have a balanced analytical, creative and strategic mindset and the vision to design and deploy this constellation of sensors to generate returns in an increasingly technological future.