Reinventing Marketing in the Digital Era

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Professor Day examines how the activities, responsibilities and design of the marketing organization are evolving to manage the uncertainties of the digital age. He states that this transformation will involve the interplay of three driving forces: the impact of digital technologies, the changing role of the Chief Marketing Officer (CMO), and emerging organizational designs. The increasingly central role of customer analytics and Big Data, predictive analytics and customer experience mapping are allowing organizations to deploy their marketing resources more efficiently and effectively; in this regard Day sees the role of the CMO changing so as to accept the dual responsibilities of creative and accountable delivery. In this way the CMO needs to create a marketing culture that fully embraces desired values and behavior, and one which fully takes on board these new core metrics and measurements.