Marketing in the eyes of CMO’s is becoming increasingly complex. Embracing this complexity is not easy, as it requires changes in your organization, skill-set and technology. Embracing this change requires a digital marketing transformation.
But it’s a necessary change: the technology revolution and the increasing power of large dominant internet players are forcing modern CMO’s to rethink their strategy.
The action required required boils down to 3 strategic pillars of change:
- building a customer centric organization
- Introducing a broad new skillsets
- Investing in backbone marketing technology
Let’s take a deep dive in each of these strategic pillars of change…
Digital is everywhere. As a result, the pressure on leadership is increasing to redesign the marketing organization structure towards more customer centricity, customer experiences, data driven and personal marketing.
Marketing leadership is reacting by investing in new concepts such as content marketing, inbound marketing, marketing automation and (big) data marketing. But without the right organization, any of these new concepts is set for failure.
But today’s modern marketing organization is complex, and requires purposeful planning and a combination of talent, technology, and consumer insights in order to have a positive impact on the company’s bottom line.
In this blog post, I want to explore how you can structure your marketing organization, and answer the following questions:
- what skill-sets and profiles do you need?
- what organization structure do you need?
- what new functions and teams do you need?
- how will departments work together in new agile ways?
- how do you structure for content marketing?
- how do you organize for agile marketing operations?
Transforming a marketing organization to embrace digital marketing requires change. Some companies seem to make this transition seamlessly, and other are struggling.
The dream of agile marketing operations, 1-1 marketing, digital customer experience, intelligent marketing technology and digital customer journeys seem to be impossible to reach.
What are some of the big fundamentals driving digital marketing transformation?
In this blog post I discuss 5 critical “must-do’s” to get organized for Digital Marketing Transformation.
But organizing for digital marketing transformation is not without its challenges…
Organizations in B2B and B2C increasingly need to organize for the digital customer journey.
It’s no secret that the buying behavior of customers is increasingly influenced through digital content consumption and digital interactions using smartphone apps, tablets, social media and now als wearables.
Baby boomers, generation X and millennial spend more time consuming content, up to 20% hours a week, according to a new study “The Generational Content Gap”, in which Fractal and Buzzstream surveyed over 1200 people about digital content consumption.
Companies need to respond by understanding this digital behavior, and rethink the organization. Internally, and externally. From a marketing perspective this requires a different type of marketing.
I usually call it modern marketing these days, because it’s difficult to cover this subject in a couple buzzwords.
But it boils down to:
- applying modern digital marketing tactics,
- a culture of digital optimization,
- building a digital marketing technology backbone, and finally…
- a new type of organization with new digital roles in the marketing department.
That’s a lot of change. Where do you start?
What is the initial spark that sets this change in motion?
Buyers today have become more digitally empowered than ever.
It’s changing their buying behavior, which provides new challenges to those aspiring a digital marketing organization.
In this blog post I’ll cover:
- the overarching reasons why marketing must change to keep up with changing buyer behavior
- how certain marketers are trying to trick the system, without any chance to success
- why marketers are loosing ground against the digital adoption speed of buyers
- what roadblocks you need to overcome to become a digital marketing organization
And at the end of the post, I’ll cover
- 19 specific changes you can make in terms of organization, technology and tools, so you can become a digital marketing organization.