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

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in