Chief Marketing Officer and the Challenge of Digital Maturity

Ioan-Matei Purcarea and Costel Negricea ()

Holistic Marketing Management Journal, 2014, vol. 4, issue 3, 28-36

Abstract: Digital is the new normal today, the digitally transformation allowing step by step a closer connection with customers, and accordingly answer to the new requirements of the supply chain management. The rules of engagement are changed by the digital lives of customers, the digital leaders creating value across physical/digital products, services, and experience. Chief Marketing Officer (CMO) is proving a more devoted personal attention and a more directly involvement in digital initiatives, the leading marketers wanting greater levels of integration in their digital marketing suite, and embracing new social and mobile location-based tactics. Digital customer engagement became a top strategic priority, followed closely by the digital innovation of products, operating models, or business models. As customers expect seamless integration of digital and analog channels, in today omnichannel world, it is necessary to understand that seamless internal integration should be the end goal. There is no doubt that few business functions have been as profoundly disrupted by digitization as marketing, which is challenged to offer something for each of the customers within the context of a more company’s interactivity with more empowered customers, while facing particular challenges.

Keywords: Digitally Transformation; Digital Maturity; Chief Marketing Officer; Digital Marketing, Digital Customer Engagement (search for similar items in EconPapers)
JEL-codes: L81 L86 M15 M31 O33 (search for similar items in EconPapers)
Date: 2014
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