“The Role of the CMO Being Obsolete” To Be or Not to Be…

Super-CMO

 

 

 

 

 

 

 

In today’s marketing sphere, controlling big brand strategies is no longer enough. The consumers want direct, customized interaction[s]. It seems quite hard to believe that the relevance of this role is in question and might just disappear completely. This prediction seems quite unnerving; it is unlikely that the CMOs will lose their jobs completely rather, the CMO role would be transformed into a more relevant position.

British Airways traditionally a pioneer in big brand marketing, which has recently phased out its CMO position for director of customer experience.

EXPERIENCE MARKETING trumps brand marketing in reaching the most valuable customers”

The 3 main factors in this transition away from CMO:

  • The end of single channel marketing: The death of single channel marketing disciplines and decline in the relevance of those who are responsible for them. The poster child for this trend is the now-antiquated idea of “Mobile Marketing”. Like mobile, social is a dynamic & multi purpose tool with consumers turning to it for everything from search to customer service.
  • The rise of the personal narrative: Before experience itself is the need for this generation to align with brands that fuel their own narrative. Brands that help facilitate this “me-styling” can win engagement and loyalty. E.g: Nike’s ubiquitous FuelBand This offers the user participative benefits, rather than just flat content that can be shared and ignored.
  • The ascent of advocacy: Any brand that can offer these benefits in experience and personal narrative can ride a rising tide of consumer advocacy. While direct channels such as search and email should not be neglected for direct conversion, 40% of younger shoppers find out about new brands from their social networks, and 59% rely mostly on their friends family to make decisions.

Image courtesy: www.stateofdigital.com

Arafat Manliki

I am a brand marketing communications professional and a digital marketing expert with years of quality education & experience. I can also be referred to as one of Nigeria’s leading consumer tech lifestyle enthusiast. My interests include but are not limited to technology, gadgets, Soccer, traveling and a strong passion for music.

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