One key executive position that has really changed in recent years is the position of Chief Marketing Officer. In more recent times the person in this position has had to adapt quickly to an ever changing business and technology environment.
Prior to these changes the primary role of a chief marketing officer was to oversee all company marketing related activities. This included marketing campaigns, marketing research, marketing strategies, and also marketing budgets. Overseeing the company’s marketing budget was one of the most important duties a chief marketing officer had.
Fast forward to today and a lot of duties have been added and many duties have changed. For example, a chief marketing officer now has the responsibility of overseeing campaigns and strategies related to social media. This has meant that many of them have had to take a course in social media so they could fully understand how social media works and what positive and negative things it can do for a company. Most have been successful in understanding the basics of social media, while others have struggled in terms of understanding key elements and features. Many of those who are struggling came along at a time when the primary way of communicating with customers was through direct mail and customer referrals. It’s not so much that they aren’t capable of understanding how social media works, it’s more about them not being in agreement that it is a good way to communicate with customers. Some feel that social media is very impersonal. They feel that it takes away from companies being able to establish a strong personal relationship with their customers and vice versa. This especially includes people who have been doing business with them for many years.
On the other hand, those chief marketing officers that are embracing social media feel that it is a much quicker and efficient way to promote new services and products. They also feel that social media provides companies the ability to extend their marketing reach and customer base.
Obviously this debate will continue for a long time.
Another change that has occurred in the role of chief marketing officer has been having to become educated in mobile marketing. Since so many people today use a mobile device to get news updates and purchase products, many companies have launched mobile marketing campaigns. This in turn has given chief marketing officers another thing to track in terms of customer response and return on investment. This also means that they now have to determine if this form of marketing is beneficial to the company in areas such as increasing brand awareness, generating profits and improving sales.
Looking towards the future, the role of chief marketing officer will most likely continue changing as the business world continues to evolve.