Why Mars and Qantas are investing into in-house digital skills

Australian brands at CeBIT say they are investing in internal skill sets to tackle digital marketing paradigm and address agency skills shortfall

Chief marketing officers (CMO) should look to build digital capabilities in-house and find an ally in IT if they wish to be more responsive to customers and stay ahead of the curve.

Speaking on a panel at the CeBIT WebForward conference in Sydney, chief digital officer at FMCG brand Mars, Chris Riddell, said his team is increasingly working to educate the group’s marketing departments on technology platforms and trends to better drive brand engagement in the digital age.

Riddell said a stronger knowledge of digital and technology within marketing would lessen the function’s reliance on third-party agencies, and the skills shortfall in those organisations, and help build much-needed digital and social engagement capability internally.

“Success is dependent on that partnership between the IT and marketing functions, and we’re seeing more and more of these partnerships being formed internally,” Riddell said. “We are helping educate marketing departments so they in turn can learn what they need to ask their agency partners and can hold them to account.

“We are partnering with marketing... to help them learn the vernacular so they have an internal ally, not just external parties prompting them on what they should do.”

Fellow panellist and CMO of Qantas Loyalty, Stephanie Tully, agreed it was important to build in-house capability and said the airline had been investing in its internal digital skills as a way of improving marketing’s agility.

“We found this model works better for us in terms of speed and ability to react, and our understanding of digital as part of our integrated marketing strategy,” she told attendees. “The movement and speed of change today reinforces how important is to build internal capability. You need to own your own marketing strategy and have people who understand your business.

“Agencies have a role and we need their creative input, however with digital we’re moving to build this capability internally.”

Deloitte CMO, David Redhill, also supported internal investment as a winning ingredient commercially, adding that it helps to deliver much-needed brand authenticity around the products and services companies are selling.

“It’s a conceit to think you can learn a business in three months and then sell it. We are looking for our people in professional services to do the marketing for us,” he commented.

The key for Deloitte is content creation and distribution. “We are focused on getting great content together we can disseminate to our staff,” Redhill said.

“The era of purchasing mind space is passing. We have to create great content and own that content, which in turn earns us the right to be in people’s minds.”

Redhill also flagged the increased blurring of lines between marketing, digital and IT roles in marketing strategy.

“Marketing is not a sequential process – it’s an entangled feedback loop between creative people and strategic thinkers,” he added.

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 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 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

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

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

This is a unique experience! Will be interesting to talk to their managers.

Joyce Harris

​How Krispy Kreme revitalised its brand in a saturated market

Read more

Latest Podcast

More podcasts

Sign in