New digital channels and tools are constantly emerging and shifting, and there have been dramatic changes in how customers learn about, and buy, products and services. It’s becoming increasingly important for CMOs to have a strong understanding of new technological platforms. In addition, marketing organizations must iterate much more quickly to respond to changing conditions. Today’s organizations require very different capabilities than were needed in the past. This means finding new talent skilled in big data and advanced analytics, programmatic buying, and branded content.
Companies also have to redefine roles for existing talent in areas such as media mix modeling, agency management, and marketing innovation.
We believe that organizations that do not invest with the mindset of rapid continuous improvement will fall behind their competitors. At the same time, marketing effectiveness and efficiency remains an important lever to drive growth and ensure a high-quality, consistent customer experience.