As a regular Marketing Land reader, you couldn’t miss the constant drumbeat of bad news for traditional brand marketing over the past 12 months. Unilever pulling billions from its advertising budget. Procter & Gamble doing similar cost-cutting. WPP reporting substantial losses. Data showing consumers turn to their phones rather than watch TV commercials.
There’s a fundamental shift in how marketing leaders in every vertical need to think about restructuring their teams, resources and goals. P&G, Unilever and others see their category leadership at risk, and they are supplementing their long-standing branding chops by aggressively incorporating digital commerce acumen and leadership.
The catalyst to this shift is a changing retail landscape that favors digitally minded, agile companies that can speak to consumers relative to these new buying journeys.
What you need and where to look
So, what does it mean to be a CMO who also leads digital commerce? What are some of the common skill sets that you need to be successful and effective in that kind of position and with that responsibility?
A recent report and accompanying blog post by Jennifer Polk at Gartner goes in-depth on this subject, but in summary, it’s blending brand-building and storytelling skill sets with a “greater accountability for the end-to-end customer journey, from customer data and insight to customer experience strategy to digital commerce.”
The first set of proficiencies are what you would typically call the strengths of a traditional “brand CMO” — someone who is very astute at media and advertising, managing
Read more here: https://marketingland.com/new-cmo-role-digital-commerce-225569