CQ5 Web Content Management from AdobeWhite Paper
CMOs that do not embrace the benefits of interactive and closed-loop marketing will struggle to competewith their peers and can expect short tenures. Jeff Bell, vice president of global marketing at Microsoft’s
in part a reflection of the change from failing traditional-marketing approaches to less-defined and moredynamic approaches. Clearly the skill set of CMOs is changing from ‘V, V and more V’ to interactivemedia.”
CMOs who grasp the techniques and execute a sound digital marketing strategy can look forwardto longer tenures with more influence at the executive roundtable.But even the savviest CMOs face tremendous challenges when implementing digital marketingprogrammes. First and foremost, they are charged with numerous responsibilities that detract from digitalmarketing efforts, namely the critical activities listed in the following table. Marketing must usuallymanage the applications and external vendors that support these activities, which means overseeing adisparate set of systems and vendors to get the job done. he list can be quite daunting, and includeseverything from marketing automation and business intelligence software to providers of customer dataand event-triggered marketing.
raditionalInteractive and OnlineCustomer SatisfactionMarketing communicationsSocial media marketing
Public relationsWebsite management
Database marketingSearch engine marketing
Campaign creation andmanagementSearch engine optimisation
Managing so many activities and disparate systems inhibits progress along the path of organisationaltransformation. According to the Aberdeen Group’s 2009 report, “Next Generation Web ContentManagement,” the problem is not a lack of data, but a lack of data quality and an inability to translate datainto automated engagement. For instance, 45% of respondents surveyed by Aberdeen stated that theirNo. marketing challenge is extracting insight from data. And a full one-third of respondents cited a secondmajor challenge — a lack of resources to derive quantifiable business value from web analytics data.o overcome these challenges, a majority of CMOs are planning to merge their disparate marketingapplications and tools into an integrated marketing automation platform. As the following figure shows,nearly 87% of CMOs who do not currently leverage an integrated marketing automation platform areplanning to do so.
Adoption o integrated marketing technologies1 AdvertisingAge, “CMOs, You Have 23 Months to Live,” June 19, 2006
What is a21st-century CMO?
A 21st-century CMOis one who leveragesdigital marketing toreach customers acrossmultiple channels, fllinga company’s pipelinewith well-qualifed leadsand demonstratingrevenue growth rommarketing programmes.