CMOs must take more charge of the overall marketing strategy.
This article states that there is a lack of hierarchy in marketing disciplines as each channel is trying to maximise their field’s value in the absence of an overall strategy. The author opines that the reason behind these siloed disciplines is the diminishing mandate of marketing.
According to Dentsu’s survey, lack of integration, insufficient control and competing agendas with the C-suite are the key challenges while implementing strategies. Further, there is a short-term focus towards maximising each channel’s value straightaway without seeing the “bigger picture”.
Lastly, the increasing trend of wanting to partake in artificial intelligence, augmented reality and Agile have led to the “fear of missing out” in tech. The author says that a clear division of labour will provide clarity on the overall strategy.
[6 minute read]