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5 ways CMOs should start thinking like chief digital officers

12/11/2020

With businesses more digitally connected than ever before, technology is at the center of nearly every marketing function. It’s not something we typically realize until an eye-opening moment occurs. It could be your Wi-Fi going down for a couple of hours, or your computer needing to restart and install new...
With businesses more digitally connected than ever before, technology is at the center of nearly every marketing function. It’s not something we typically realize until an eye-opening moment occurs. It could be your Wi-Fi going down for a couple of hours, or your computer needing to restart and install new updates. Even worse: Your phone battery dies and you can’t find your charger. In a 2020 work-from-home world, these three scenarios aren’t just inconvenient—they genuinely limit your ability to do your job. Technology has become ingrained in how we do business on many levels, and nowhere is that more apparent than in marketing. More than a third of all companies surveyed by Stein IAS, a marketing and advertising agency, say the greatest opportunity to come from digital marketing transformation is the ability for marketing to contribute directly to revenue growth. Companies are now primarily reaching their customers through digital channels, hyper-targeting accounts based on data gathered to evaluate the likelihood of a purchase. Whatever their core service or offering, companies of all types now have technology at the center of what they do, and marketing must promote and showcase those capabilities. Brands are reaching customers where they are—adapting their offerings to their customers’ lifestyle changes brought on by the pandemic. Marketing teams are utilizing technology for new ways of collaboration and communication, and training team members on new marketing tools that will help them to do their work more effectively. For marketing to be successful in these technology-centric roles, there can be no silos. The technology team at your company has a wealth of knowledge that marketing can leverage to educate their team members on how to more accurately and efficiently communicate to potential customers. At the same time, with technology at the forefront of how businesses are operating, these teams must be in lockstep with marketing to demonstrate externally the value they can bring for consumers and clients through technology services or products. With businesses more digitally connected than ever before, CMOs need to be more tech-driven. Here are five ways they can start thinking like chief digital officers (CDOs):Read Full Story With businesses more digitally connected than ever before, technology is at the center of nearly every marketing function. It’s not something we typically realize until an eye-opening moment occurs. It could be your Wi-Fi going down for a couple of hours, or your computer needing to restart and install new updates. Even worse: Your phone battery dies and you can’t find your charger. In a 2020 work-from-home world, these three scenarios aren’t just inconvenient—they genuinely limit your ability to do your job. Technology has become ingrained in how we do business on many levels, and nowhere is that more apparent than in marketing. More than a third of all companies surveyed by Stein IAS, a marketing and advertising agency, say the greatest opportunity to come from digital marketing transformation is the ability for marketing to contribute directly to revenue growth. Companies are now primarily reaching their customers through digital channels, hyper-targeting accounts based on data gathered to evaluate the likelihood of a purchase. Whatever their core service or offering, companies of all types now have technology at the center of what they do, and marketing must promote and showcase those capabilities. Brands are reaching customers where they are—adapting their offerings to their customers’ lifestyle changes brought on by the pandemic. Marketing teams are utilizing technology for new ways of collaboration and communication, and training team members on new marketing tools that will help them to do their work more effectively. For marketing to be successful in these technology-centric roles, there can be no silos. The technology team at your company has a wealth of knowledge that marketing can leverage to educate their team members on how to more accurately and efficiently communicate to potential customers. At the same time, with technology at the forefront of how businesses are operating, these teams must be in lockstep with marketing to demonstrate externally the value they can bring for consumers and clients through technology services or products. With businesses more digitally connected than ever before, CMOs need to be more tech-driven. Here are five ways they can start thinking like chief digital officers (CDOs):Read Full Story
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