Digital continues to transform the world and according to the Accenture Interactive 2014 CMO Insights Research, chief marketing officers know this*, with 78 per cent of those surveyed believing that marketing will undergo a fundamental change in the next five years.
In today’s always on world, the CMO of old has become obsolete. The changing dynamics of marketing need to be communicated internally so that organisations know the essential role their marketers play.
New research by the WFA finds that global brands are making extensive changes to how they buy digital media in response to growing concerns over issues including brand safety, viewability, transparency and ad fraud.
As custodians of the brand, marketers have a critical role to play in implementing purpose across organisations, says co-founder of brand substance agency Given London and former CSR manager at The Body Shop, Becky Willan.
Blockchain has the potential to force media buys to become much more transparent transactions but that doesn’t make it entirely foolproof, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.