The document discusses the evolving roles of the Chief Marketing Officer (CMO) and Chief Digital Officer (CDO) in response to changes in consumer behavior and technology. The CMO's focus is shifting from brand awareness to understanding multi-channel consumer journeys. The CDO merges data, technology and strategy roles to help organizations compete in an "always on" digital world. Both roles are adapting to empowered consumers who research across devices and share experiences online.

1. The CDO the CMO
and the
Digital
Customer

2. CMO and CDO
• Traditionally the CMO focused on Brand
Awareness and Brand Positioning while
telling the story to the consumer
(one to many)
• The CDO has merged the functions of the
Data Scientist, Technologist and Strategy
Creator bringing change to organizations
and allowing them to compete in an
“always on” world

3. Chief Marketing Officer
• Few senior-executive positions will be subject
to as much change over the next few years
as that of the chief marketing officer
• Changing to reflect new consumer buying
behavior – multiple points of entry
• Shaping the company’s public profile – UGC
and Social
• Managing complexity – Global and affiliates
• Building new marketing capabilities –
Analytics

4. Chief Digital Officer
• The CDO is now a “transformer in chief,”
charged with coordinating and managing
comprehensive changes that address
everything from updating how a company
works to building out entirely new businesses
• Be a cross functional guru as a Technologist,
Marketer, HR, Finance and Operations
• Obsess over the customer
• Build agility, speed, and data
• Extend networks – Technology stack to
enhance and connect disparate touch points

5. Today’s Consumer
• Recognize the Customer is in control and the
path is now omni-channel
• Shoppers expect to find information wherever
they look
• Deliver consistent content, consistently
• Mobile, web devices and apps drive different
shopping experiences
• Getting onto the list is still a key component
to success
• Shoppers play a big role in generating online
content

6. The CDO as a Disruptor
• Integrate digital activities into the overall
strategy
• Create new roles and develop new skills
– Content development
– Data management
– Community or social media monitoring
– Ecommerce online sales
– Hire experts
– Outsource nonstrategic tasks

7. Shaping your Digital Strategy

8. Shaping your Digital Strategy

9. Three common Digital models

10. Digital Experts
• Focus on benefits to their customers
• Consolidate digital knowledge from across
the organization into a center of
excellence (COE)
• Create deep cross-functional collaboration
• Define clear KPIs to measure success
and drive ongoing investment

11. Digital Experts
• Establish a rapid response mechanism
– Systematic monitoring
– Anticipation of threats
– Organizational readiness (moments notice)
• Leverage big data and analytics
– Drive product innovation
– Develop customer insights
– Increase sales
– Fluid pricing decisions
– Collaborate with business partners

12. Digital Experts
• Monitor evolving digital technologies and
information requirements
• Utilize agile operating models to meet
customers needs
• Adopt a mindset of rapid testing and
learning

13. Digital Experts Understand
• Consumers are in control
• Digital makes it personal
• Exceptional service counts
• Trustworthy product information is imperative
• Instant gratification
• The shopping experience, not technology, is
still a deterrent
• Digital tools promote storytelling
• Social networks create an even stronger link
that must be monitored 24/7

14. Digital Experts Understand
• Create engagement through interactive
storytelling
• Articulate the mood of the Brand
• Use digital to promote exclusivity
• User experience and customer service
must be both personal and impeccable

15. Recap
• The CMO function is evolving to support
the “new consumer”
• The CDO function embraces technology to
better understand and communicate with
the omni-channel consumer
• This new consumer is less loyal, checks all
facts, buys using social media feedback,
uses multiple contact points and expects
exceptional service
• Our job is to deliver!