With the rise of digital media, the role of the chief marketing officer has evolved and changed to encompass a wider array of roles and responsibilities. The marketing landscape has changed in leaps and bounds since the first Chief Marketing Officers appeared on the business scene.
But before we delve into what has changed and how it has effected this important role, it is necessary to take a moment and ask the question:
What is a Chief Marketing Officer?
A Chief Marketing Officer (CMO) typically oversees marketing initiatives which extends to include sales management, product development, marketing communications, market research, and customer service, just to mention a few. Their primary goal is to assist in company growth through a blend of sales and marketing strategies.
This position usually reports to the company's CEO directly and is responsible for unifying a variety of perspectives, messages, and data into a cohesive representation of the company and a strong strategy for growth and development.
What Has Changed This Role?
The key change that has effected the CMO's role is the shift in consumer's buying habits. Gone are the days where radio or television ads are enough, yet finding the right media to connect with specific buyer personas can be a struggle. Uncovering the right channels for communication requires a deeper knowledge of consumer habits and a wider array of understanding when it comes to media options.
Review websites and other user generated content has also had an effect on this particular C-suite role. Communicating appropriately across these channels and building the right presence among the right audiences has become an increasing challenge.
How Has This Changed This Role?
CMO's are forced to adapt to these changes in the consumer landscape very rapidly. The scope of the work has expanded and changed. CMO's are now managing more messages, more audiences, and more channels than ever before. This requires a larger marketing team and more interaction with other departments like sales and information technology.
Keeping up with the changing role of the Chief Marketing Officer requires a focus on the every changing landscape of marketing and the skills to adapt quickly to what those changes entail for business.