| 4 hours ago
What’s in a name? For CMOs, that’s a complicated question.
For decades, the title of chief marketing officer was synonymous with heading up a company’s marketing division and being responsible for building a brand. Today, marketers aren’t just responsible for bringing consumers into a brand but also entertaining them and targeting them so they come back. And of course, the channels in which people can be marketed to have multiplied, thanks to the emergence of digital behemoths like Facebook, Instagram and YouTube.
All this has made for a landscape that’s both radically different from—and at the same time, fundamentally similar to—what it was 20 years ago. With data and digital playing a bigger role and traditional marketing becoming a smaller piece of the pie, CMOs are increasingly tasked with responsibilities that feel closer to those of a chief technology officer or chief information officer. And with that, the foundational element of brand building takes a back seat.
Changes in that process have meant not only that a CMO’s duties have evolved, but so has the very nature—and in some cases, existence—of the position itself. Over the past year, several high-profile CMOs (including marketing chiefs at Johnson & Johnson, Lyft, Taco Bell and Uber) left their posts and were not replaced. Instead, their responsibilities were passed onto others.
Russell Barnett, CMO of My/Mo Mochi Ice Cream, said this might be something of a blessing in disguise. The CMO role has become known
Read more here: https://www.adweek.com/brand-marketing/the-role-of-the-cmo-hasnt-changed-but-the-way-its-carried-out-has/