The CDO the CMOand the Digital

Customer

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

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

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

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

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

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 center of

excellence (COE)

• Create deep cross-functional collaboration

• Define clear KPIs to measure success

and drive ongoing investment

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

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

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

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

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!