Shift From CMO to CDO Is In Progress
Today’s marketing strategies increasingly depend more on digital and on data than in the past. With more data, marketers can measure against a new set of metrics that matter including:
- calculating return on promotional investment (ROPI),
- performing multivariable testing (beyond A/b)
- driving conversion rates and optimizing efforts,
- fine tuning customer segmentation, and
- managing omni-channel diversity
Unfortunately the shift to digital requires a greater reliance on technology. Historically, CMOs relied on IT for help on the database or CRM system or even the website. However consumerization of technology and the cloud have now given marketers more control on their technology destiny. In fact, a recent post by fellow analyst Gavin Heaton on “CMO to CIO, It’s time we talked” highlights many of these new challenges.
Expect Seven Strategies To Emerge In The Shift To CDO
Consequently, many marketing leaders are making the shift from CMO type roles to Chief Digital Officers as marketing leaders align technology closer with strategy. This shift from analog marketer to a Chief Digital Officer role will result in seven trends for 2013 (see Figure 1.)
Figure 1. 2013 Trends Signal Shift From Classical CMO to Digital CMOs or Chief Digital Officers
- Drive relevancy with context not content. Context trumps content as relevancy required to break channel fatigue. Relevancy will improves engagement metrics.