CMOs talking digital delivery part 3: Carsguide's Collette van Rooyen

In the third part of our series asking key marketing and digital chiefs their views on a key topic or trend, Carsguide's Collette van Rooyen shares why she thinks a CDO is needed to lead digital strategy

In the third of CMO’s new series looking into what three marketing and digital chiefs think about a key topic or trend influencing their business performance, we ask the head of product at Carsguide, Collette van Rooyen, to answer the following question:

Should CMOs own digital strategy and delivery?

Collette van Rooyen, head of product
Carsguide

When your digital function extended only as far as a single website with your corporate brochures and phone numbers on it, you could certainly understand why marketing may have got ‘stuck’ with digital upkeep and responsibility.

Plainly, a lot has happened in the digital age, and the role your site plays is impacting your business so broadly that marketing can’t possibly ‘carry the can’ for its entire breadth and potential.

Of course, marketing expertise is highly relevant for digital execution. As the brand custodian and consumer champion, the Web is well positioned to convey your organisation’s message and is a critical touchpoint for consumers. However, as digital has become a more critical business tool, some of the most important initiatives your business undertakes will also rely on digital such as sales, operations, customer service and myriad other areas.

CMOs talk digital delivery part 1: The Co-op's Greg Smith
CMOs talk digital delivery part 2: Andy Lark

Where organisations are greatly impacted by digital across a range of business units, the introduction of a Chief Digital Officer (CDO) ensures that the potential of the technology is being well utilised for competitive advantage and efficiency. Sceptics might say that carving out a c-level role is faddish -- or simply about creating the perception that you're taking digital seriously -- but those in support would affirm that a CDO role is a crucial part of the toolkit for providing strategic coverage at a time of growth and transformation.

Over time, responsibility and prioritisation of digital will automatically be built into the cross department executive roles. However, while this is still an emerging area, a centralised digital function can be of massive benefit for identifying new opportunities.

A CMO is tasked with thinking about digital in the context of the entire marketing mix, and many would admit that can be challenging at times to keep across the full breadth of opportunity digital provides.

The benefit of having a CDO is having someone responsible for focusing on the potential of technology first and foremost, and who can champion this across all departments within your organisation.

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

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in