The success of marketers everywhere is increasingly tied to the use of analytics and Big Data, with the goal of correlating campaign success to real business results. No longer are marketing departments simply thought of as creative machines, as their responsibilities now reach a broadening scope of channels and tasks that range from tying social media success to business ROI and delivering mobile messaging where it matters most in the customer's buying journey.
As such, the need to create more intelligent, intuitive and individualized customer experiences is more important now than ever before, and leadership that understands how to navigate this shift to technology, social media, and analysis is critical for survival. CMOs today are faced with unique technology challenges, as the rise of the social-savvy, empowered consumer is creating a critical and permanent shift in how organizations around the globe are engaging with their target audiences.
In fact, Larry Bowden, vice president of Web Experience Software, IBM, recently told me that the biggest trend he sees is one that encompasses a social leadership role. "The biggest shift we see is the role of social media marketing officers is being created.... We're starting to see the appointment of executives in these roles," he said.
Tim Kopp, CMO of ExactTarget, also told me that this decade is panning out to be the decade of marketing and of the CMO. "The change in consumer habits has changed so much that the marketer has no alternative but to keep up. Increasingly the CEO is turning to the CMO to lead that agenda on the company's behalf," he said.
Additionally, for digital marketing to take a more prominent role in an organization, Kopp said CMOs need to play a fundamental role to drive that change. "It's innovate or die, and the CMO is completely the one closest to the consumer," he said.
As we bear witness to the shift in the CMO from a user of to an usher of technology, we should also expect to see a shift in the executive mindset within companies to one that supports this changing philosophy to help CMOs and their organizations continue to grow and thrive.
How is the executive mindset shifting at your organization to support these industry changes?