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“It is not about doing ‘digital marketing’, it is about marketing effectively in a digital world.”
I really like this quote from Diageo CEO Ivan Menezes. It keeps the technology in perspective, relative to the consumer. It puts the onus on everyone, not just those with digital in their job title.
In contrast, many organizations treat it as “doing digital.” Some have even created a new C-level role called the Chief Digital Officer. Floating somewhere between a CMO and a CIO, McKinsey describes the CDO role as “Transformer in Chief.”
Giving “Digital” C-level focus appears to give “Digital” a high level of strategic priority, but it also treats it as a silo, distinct from the rest of the business. It can be heavy on hype and light on substance. It can obviate the responsibility of everyone in an organization to figure out how to do what they do better with digital technology....
Tom Fishburne looks at the confusing state of chief marketers.