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The CDO the CMO
and the
Digital
Customer
CMO and CDO
• Traditionally the CMO focused on Brand
Awareness and Brand Positioning while
telling the story to the consum...
Chief Marketing Officer
• Few senior-executive positions will be subject
to as much change over the next few years
as that...
Chief Digital Officer
• The CDO is now a “transformer in chief,”
charged with coordinating and managing
comprehensive chan...
Today’s Consumer
• Recognize the Customer is in control and the
path is now omni-channel
• Shoppers expect to find informa...
The CDO as a Disruptor
• Integrate digital activities into the overall
strategy
• Create new roles and develop new skills
...
Shaping your Digital Strategy
Shaping your Digital Strategy
Three common Digital models
Digital Experts
• Focus on benefits to their customers
• Consolidate digital knowledge from across
the organization into a...
Digital Experts
• Establish a rapid response mechanism
– Systematic monitoring
– Anticipation of threats
– Organizational ...
Digital Experts
• Monitor evolving digital technologies and
information requirements
• Utilize agile operating models to m...
Digital Experts Understand
• Consumers are in control
• Digital makes it personal
• Exceptional service counts
• Trustwort...
Digital Experts Understand
• Create engagement through interactive
storytelling
• Articulate the mood of the Brand
• Use d...
Recap
• The CMO function is evolving to support
the “new consumer”
• The CDO function embraces technology to
better unders...
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Supporting the Digital Consumer

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Supporting the Digital Consumer

  1. 1. The CDO the CMO and the Digital Customer
  2. 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. 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. 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. 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. 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. 7. Shaping your Digital Strategy
  8. 8. Shaping your Digital Strategy
  9. 9. Three common Digital models
  10. 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. 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. 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. 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. 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. 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!

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