Gone are the days of a one-message-fits-all communication strategy. Message personalization (within limits) and a constant, two-way conversation with customers is crucial for survival. Yesterday’s news is old. Change is the new normal.
How today’s CMOs lead and manage this revolving door of new information will be the game-changer that sets them and their organization apart from others.
The June 29 Dinner and Roundtable in Minneapolis covered this and other key points within the subject of marketing innovation and transformation. Led by Kimberly Kupiecki, Business Digital Marketing Leader at Dow Chemical, the roundtable was a rousing debate about the future role of CMO’s in the Age of Converging Technology.
Rather than adopting each shiny new piece of technology that emerges, CMOs need to critically evaluate the cost of implementing vs. short and long term benefits to the organization.
Our CMOs came to the conclusion that it is their role to make judgment on how technology can or cannot enhance the customer experience. Evolving into an enhanced strategic leadership role, this responsibility makes the CMO’s position more critical than ever before.
When thinking about new technology, start with: What, Why, Where, When and How.
What is this new advancement? Is it a completely novel platform or an addition to something the organization is already using? Then consider Why it is surfacing in the marketplace now, and Why your company may or may not want to jump on the band-wagon.
Is it possible to test the new technology before adoption? If so, that may be a tactic that help you determine Where and When you will leverage it to enhance your customers’ experience.
Finally, How will you use this technology to ‘bring people along’ others in the organization? What will be the communication strategy to implement this new idea, sharing its benefits within your marketing team and using it for maximum effect with customers?
Not unlike when TV was first introduced, digital communication and data technology has changed the game. We must recognize that this change is transformational, not incremental – and lead our teams accordingly.