How you can be a digital CMO

Gartner outlines five recommendations on how to become a successful digital marketing leader using big data, consistent customer experience and strategic campaign investment

What does it take to be a digital CMO? According to new research from analyst group, Gartner, success comes down to a host of factors including strategic campaign investment, staff skill sets, consistent customer experience and telling the right story with the help of data analytics.

Gartner’s new The Rise of the Digital CMO report looks into the rise of the digital CMO and outlines five ways marketing chiefs can meet the needs of an increasingly digitised customer experience. The recommendations are based on current global marketing and customer trends, which the analyst group claims will help CMOs make the transition from just being an authority figure for digital, to also accessing expert insights.

Given the focus placed by most CMO-oriented reports on data-driven customer intelligence and the cultural shift to two-way earned media, Gartner’s findings are not likely to surprise many readers, but the list does present a good way of ensuring you are covering all the bases.

Gartner’s digital marketing transit map: Infographic
CMOs require analytics and data management framework: Gartner
2013 is the year of big data

  • Become an inbound advocate, shifting from finding customers to getting found: According to Gartner’s Digital Marketing Spending survey, search marketing remains a cornerstone of digital marketing strategy and will be one of the top three budget items increased this year. As a result, digital CMOs are shifting from finding customers to getting found by searching for the right audience willing to listen, as well as injecting their brand in contextually relevant conversations in search and online. Gartner recommended CMOs research and model their customers’ Web, mobile and social behaviours to better target inbound efforts, as well as become content marketers.

  • Shelve the commercial pitch in favour of authentic storytelling: Using Unilever’s Dove brand campaign, ‘Real Beauty Sketches’, as an example, Gartner said it is vital brands drive engagement through emotion, humour, irreverence, insight, excitement and unexpected twists in order to engage audiences. “As this example demonstrates, campaigns that drive engagement tell authentic stories,” the authors stated. Digital CMOs need to reflect on what their brand stands for, develop a strong point of view and series of related themes and translate these into compelling stories.

  • Break through silos to erase seams between channels and experiences: It almost goes without saying: Successful digital CMOs are the ones that can integrate all channels and messages to deliver a consistent experience for customers whenever and wherever they choose to interact. As an example, Gartner pointed to US office supply retailer, Staples, which has set-up in-store kiosks and an interactive lounge to combine the digital and physical retail experience. To achieve this, Gartner said CMOs need to research and model their customers’ online and offline engagement with their brand, and consider forming a centre of excellence to lead multichannel innovation.

  • Use data to target precisely and measure relentlessly: “Digital CMOs exploit data-driven advantages, both in targeting offers and experiences and optimising investments to the highest-yield business outcomes,” Gartner’s report stated. “But while digital CMOs are certainly data obsessed, they have a bias toward action over deliberation.” Gartner’s advice includes defining metrics that map to corporate goals, combine first- and third-party data to enrich target segments and personae, and employ predictive analytics for targeting offers and experience in planning or in real-time.

  • Experiment aggressively and challenge business model assumptions: “Digital CMOs look beyond marketing. They’re business innovators,” Gartner stated. As a starting point, the research group advised CMOs to establish a test-and-learn budget for experimentation, evaluate the durability of every aspect of competitive advantage, and look for new ways to leverage assets and advantages to create new revenue streams.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in