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!

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

Blog Posts

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

Why efficiency and effectiveness are opposing forces in a marketing tug of war

I’ve been a long-time fan of renowned effectiveness experts, Peter Field and Les Binet, and their work. But while their approach is clearly important, the marketing leader’s challenge to deliver effectiveness more often lies in organisational structure. I see the bigger question being whether a marketing chief has a seat at the executive table, and the ear and respect of the CEO and company board.

Nickie Scriven

CEO, Zenith

Augmented Reality: What’s behind the marketing industry’s failure of imagination?

Every flagship smartphone in Australia includes hardware and software purpose-built for AR. A huge audience is ready and waiting. We have an opportunity to craft extraordinary, innovative work. But to get there, we need to push our creative thinking a little harder, writes Gil Fewster.

Gil Fewster

Creative technologist, The Royals

great case study, content has always proved to be an integral part of making a brand, now social media marketing is also one tool that ca...

Govind Dadhich

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

Read more

Why it's important for me to know that? I don't get it, sorry.

James Fogle

7 things you need to know about Facebook's mood experiment

Read more

Info graphic have proven to be very useful to create brand awareness and drive traffic. Thanks for sharing these Information.Graphic Desi...

Govind Dadhich

Image intelligence:10 must-see infographics for marketers

Read more

Best web hosting packages Vancouver WA understands that only technical support and domain associated email address can bring huge leads ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Latest Podcast

More podcasts

Sign in