In the past, the CMO’s To Do list hasn’t changed much from year to year. Bob Liodice, President of the ANA, indicates that the top 3 or 4 issues have been pretty consistent over the past several years : strengthening the brand, improving integrated marketing communications, aligning the organization around innovation, and improving marketing’s accountability.
But 2010 was a different kind of year. The year that digital became mainstream. This surge, or tipping point if you will, of digitally-enabled business models and consumer lifestyles is changing how CMOs are approaching their To Do list in 2011. After talking to several leading marketers, Bob Liodice of the ANA, and Nancy Hill of the 4As, here’s what I learned:
CMOs Begin Preparing For The Next Digital Decade:
Fast follower CMOs want to get a horse in the digital race in 2011. Some are playing catch up, but they all display a sense an urgency to make their move to remain relevant in the next digital decade. Our prediction is that 2011 will mark a year when many CMOs will remember making significant moves to leverage disruptive technology and emerging media to gain a long-term competitive advantage. Specifically, we identified three macro trends where CMOs will: