There is a common theme in recent marketing news: we are entering a digital age. According to a report by Harvard Business Review Designing a Marketing Organization for the Digital Age, companies are investing millions of dollars in new marketing tools to keep up with customers.
In order for marketing to be effective in the new digital age, some fundamental changes in how departments interact with each other must be made. Along with creating customer engagement and making a product sound appealing, marketing departments are now in charge of creating cross-functional teams that combine skill sets across the company.
Companies need to combine internal forces.
A marketing department could merge mindsets with the IT department to build a bridge of marketing and digital knowledge instead of filling that role with a chief digital officer. Marketing should also link with sales to create a consistent brand message.
Adaptability is an increasingly important skill for marketers.
Marketing is in charge of filling the skill set gap that occurs when merging departments. Different leadership skills will be needed and authority can become diffused.
Customer experience is key.
Improving customer experience may be the biggest catalyst for change and is the main expectation of CEOs for their chief marketing executives. The CMO isn’t just focused on communications anymore, but direct involvement in every part of the business.
Companies need to place more value on analytics, community expertise and digital content creation.
Organizations must hire or develop employees needed to enter the digital age, such as those experienced in advanced analytics, marketing operations, online community expertise and digital content creation.
To learn more, download the full report Designing a Marketing Organization for the Digital Age.
Join the conversation