Joel Book, Principal for Marketing Insights at Salesforce Marketing Cloud, discussed the role of today’s chief marketing officer during his presentation at the 2015 Chief Marketing Officer Leadership Forum: Spring Event in Chicago on March 3. In his presentation, Book noted that today’s CMO is responsible for branding, revenue generation and much more.
According to Book, today’s consumers can access more information than ever before. CMOs, meanwhile, must find ways to leverage data and better engage their target audiences, Book said. In addition, Book noted that CMOs must find ways to connect with consumers in real-time: “We’re dealing now with somebody that before they ever engaged with us is already armed with a ton of information. The major reason for that is eight out of 10 of us begin the path to purchase online. We’re actively gathering more intelligence.”
Optimizing websites for search is key for CMOs, Book said. If CMOs understand how to create valuable content and engage with consumers before they make purchases, Book said, they can capture an audience’s attention. Also, Book pointed out that finding ways to connect with consumers on the go is vital for a business’ long-term growth: “Eight out of 10 U.S. mobile devices users prefer mobile push notifications to remind them of appointments, to allow them to review account transactions, to receive special offers that are relevant, to notify them about upcoming sales and to give them updates on their orders. Mobile has changed everything. It has absolutely changed everything.”