Web-revolutionised world is affecting the role of the CMO

The fact that “CMOs need to focus on strategic direction” (MW 24 June), and not just managing advertising will come as no surprise to anyone in the industry.

Our work with the CMO Club to get a deeper and broader insight into the web-revolutionised consumer world and its impact on brands, has revealed that, on average, two-thirds of decision making is now based on what is read/heard about others’ experiences, as opposed to what is presented through advertising. However influencers, who are twice as likely to pass on experiences though digital channels, are actually more affected by advertising than other respondents.

It is not a case of marketers scrapping advertising in favour of embracing new technologies, rather the role of the CMO has become more complex/ consumers need to be engaged across multiple channels, as consumer, brand, experience and market sentiment are all interwoven.
Alongside this, attending the various sessions at the Cannes Lions Advertising Festival this week, it’s clear that there are some structural implications for the role of the CMO.

With the “threat” of negative posts and comments now so significant to companies, added to their desire to respond rapidly to protect brands, PR comes back to the CMOs office rather than a corporate affairs type function.

Secondly, customer experience is moving back to the marketing team as opposed to being a separate responsibility. Social media, with its magnifying effect on word of mouth recommendation and advocacy, ramps up the importance of customer experience as a critical brand factor.
So a web-revolutionised world has significantly impacted the role of the CMO, calling for ever more broad and strategic direction.

Some may feel threatened by these changes but, overall, this is good news for those marketers – and agencies – that can rise to the challenge.

James Walker, Chief strategy and corporate development officer, Nunwood

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here