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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

While a lot has been said about AI and machine learning, I don't see it put to extensive use as yet. I will be happy to have it help the ...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in