Heidrick & Struggles: Building Better Connections Between Brands And Technology: The Right Mix of Skills For CMOs Today
In a rush to make the most of digital, many organizations seeking chief marketing officers in recent years have been overlooking the importance of traditional branding expertise. Certainly, a CMO should know how to respond to real-time data, use predictive analytics to inform audience preferences, and evaluate a company’s marketing technology stack. In the race for executive talent, however, too many CMOs are often evaluated first and foremost on their digital savvy.
In fact, even before the crisis it was clear that traditional branding expertise could be a competitive differentiator as consumers, particularly the all-important younger generations, look for brands that are rooted in purpose and that reflect the values they as individuals hold important.
Alexander Knigge, senior vice president of digital at The Emirates Group, sums up the dilemma: “Right now, to find the ideal 360-degree marketer is very difficult. Either you get digital marketers who are numerically driven or you get traditional advertising marketers.”