The latest updates on marketing for members of Digiday+ are shared via the Future of Marketing Briefing, which is sent out every Friday at 10 a.m. ET by email. This series aims to provide insights into the current landscape of the industry. The first edition of this briefing will be published on Fridays.
In a recent conversation with Nic Brandengerger, the CMO of Mammut, the discussion quickly turned to the impact of AI on his role. When asked how technology is changing his job, Brandengerger’s response was thoughtful. He emphasized that marketers have always had to adapt to changes and uncertainties in their field.
Brandengerger’s viewpoint resonates because it reflects the reality faced by CMOs over the past decade and a half – a continuous cycle of adjusting to new technologies, market trends, and organizational shifts. The advent of AI is just one more challenge for them to navigate.
According to Sarah VanHeirseele, the chief growth officer at Blue Chip, there has been a noticeable shift in the responsibilities placed on CMOs. Some companies are now appointing executives with financial backgrounds rather than traditional marketing expertise to lead their marketing efforts.
The role of a CMO has always been subject to change, influenced by various factors such as board expectations and industry trends. Today’s CMO is expected to be more than just a marketer – they are now seen as internal operators with specific performance goals and targets.
As companies adapt to these evolving demands, we see shifts in organizational structures – from splitting traditional roles like chief marketer between multiple executives to merging marketing with communications departments in some cases.
The evolution of roles within organizations reflects the need for alignment between corporate narratives and customer experiences. As companies prepare for the impact of AI on their operations, there is a growing emphasis on orchestrating different capabilities effectively, whether through internal teams or external partners.
AI is increasingly becoming a focal point in discussions around in-house marketing efforts. While the full integration of AI into marketing functions may still be in its early stages, companies like Dell are already considering how AI can enhance their media buying strategies in the future.
The potential for AI to streamline operations and improve performance is driving discussions around how best to leverage these technologies within organizations. While agencies may feel pressure from these developments, there remains a recognition that human creativity and judgment will continue to play a crucial role in marketing strategies moving forward.
As industry leaders explore new ways to incorporate AI into their marketing practices, there is a growing acknowledgment of the need for strategic orchestration of capabilities across different functions. This shift towards a more integrated approach to leveraging AI tools reflects a broader trend towards adapting to new technologies in the marketing landscape.