The evolution of the duties of chief marketing officer.docVIP

 PAGE \* MERGEFORMAT 22 The evolution of the duties of chief marketing officer Text / senior director of McKinsey amp;amp; Company in Dallas, David Court Many chief marketing officer of their duties will still narrowly defined as the concern advertising, brand management and market research. Now, they must expand their scope of responsibilities. In the next few years, almost no senior posts will be done as chief marketing officer, will face so much change. Many of CEO and board of directors may consider, in order to manage an endless stream of new media, growing sales and service touch points, and the further breakdown of the customer base, and their senior marketing staff have been overwhelmed. However, with the power of differentiation and diverse gathering of marketing, is really needed is the expansion of duties of chief marketing officer. This expansion will include a re-definition of marketing functions of the mission-critical manner, as well as in the great enterprise to respond to market changes, chief marketing officer, as the whole enterprise of ‘Voice of the Customer’ to play a greater role. The main responsibilities of marketing staff to expand the promotion of factors, including the Internet and evolving distribution model, these factors are making consumers search for and purchase products in the way profound changes. In addition, such as blog and user generated media platforms based on these third-party media are a greater impact on corporate reputation. Finally, marketers need to help companies discover more diverse and global customer base and meet their specific needs. These forces coming together, forcing companies to change not only the marketing function, but also change from corporate affairs, product development to distribution and production patterns, all the functions. Due to changing customer needs and behavior is the basis for many of these changes, therefore, naturally became the chief marketing officer to respond to this first