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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

Blog Posts

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Sign in