Today’s connected consumer is seeing to it that a CMO’s job is never done.
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| Slide Show: 8 Steps To Digitally Align Your Organization |
Keeping up with the ever-evolving digital landscape, shifting consumer trends, new technologies, an influx of data, and executive pressure to perform, is tireless. While traditional channels still receive the lion’s share of marketing investment allocation, the fast pace of digital evolution has become a catalyst for change, most recently and notably driven by the unique dynamics of social media and the ubiquity of mobile devices.
Organizations fall into three possible categories when it comes to digital operational preparedness:
1. Transitional: Budgets are being allocated to digital, including headcount and agencies. Digital teams are plugged into the existing org structure. Integrated planning consists of consultations with the digital team. Limited digital consumer insights capabilities within the organization.
2. Committed: Increased priorities for cultivating digital talent appear here. The digital-organization structure is being re-evaluated. Agency relationships may be strained as committed companies find their inner digital self. Integrated marketing planning includes digital throughout the entire process. Digital measurement models are aligning with, or catalyzing the development of, traditional marketing mix models. Consumer insights capabilities are evolving to begin to meet the needs of the changing media landscape and consumer trends.
3. Aligned: Comprehensive audits and digital reorgs have occurred. Corporate culture has shifted to embrace "always-on" as the new normal. Executive-level support allows an iterative process to thrive and fosters experimentation and innovation. Increasingly, informed decisions are being made based on consumer insights. The agency portfolio is optimized and managed carefully, with ongoing qualitative and quantitative benchmarks in place. Collaboration processes and systems are in place.
Which company are you? How can you achieve digital alignment? Click through our slide show for an overview of the general framework to get there.
