Published on : Thursday, June 7, 2018
Powerful business accountability, data and technology savviness, and the capability to manipulate the company culture are the main changes CMOs have witnessed in their roles in the last five years. They’re highly motivated to be even braver and take more risks in the coming days.
To pay a tribute to CMO’s 5th birthday as a brand, marketing chiefs from Uber, Tourism Australia, Australian Sports Commission (ASC) and Salesforce took part in a panel of discussion at our special event on 23 May to talk about the changes in remit and planned approach in terms of marketing in recent years. Also, they shared the way they’re coping with demands to be technologists, customer custodians, change makers and commercial and growth contributions in their organisations.
“Five years ago, we were all aware of digital disruption – it started changing things and behaviour dramatically. But one of the things we did probably incorrectly is we went so heavily into measurement,” Tourism Australia CMO, Lisa Ronson, told attendees. “I’m not saying it isn’t important, but just because you can measure it, doesn’t mean it becomes effective.
“We forgot about the customer a bit; that we are emotional beings and we have to be emotionally engaged before we make a purchase decision. You can’t just serve a banner ad and hope for the best. This change is a positive thing – we ran to one end of the boat, and we’re now balancing that out.”