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MARKETER JOB ROLES

Digital strategy now the biggest responsibility of marketing bosses​

By our News Team | 2021

Digital marketing is the number one responsibility reported by marketers, superseding a dominant historic focus on brand-related activities.

Results from the most recent edition of The CMO Survey show that marketer responsibilities and strategic roles have increased against the rise in digital spending.

Digital marketing spending has grown to comprise 58% of marketing budgets, reflecting 15.8% growth over the last year, and is projected to grow by 14.7% in the next year, according to the US-based study.

In the wake of this spending, the survey found that digital marketing is the number one responsibility reported by marketers, superseding a dominant historic focus on brand-related activities. These and other results were based on a sample of 282 top marketers at for-profit American companies.

The pandemic has prompted many companies to undergo a rapid transformation in their go-to-market models, the Founder of The CMO Survey, Professor Christine Moorman, wrote in an article published by the American Marketing Association.

Marketer job roles

Photo by Sora Shimazaki from Pexels

Companies report rapid digital progress

According to Professor Moorman, more companies report moving past the nascent phase of their digital transformations (31.1% in this phase a year ago to only 8.6% today) and into emerging (53.1%), integrated (26.9%) or institutionalised (11.4%) phases. 

Marketing leaders report being asked to lead 73% of the digital transformation in companies, challenging assumptions that such processes are managed primarily by technology leaders.

Marketing leaders are also asked by their CEOs or CFOs to participate in board meetings and in the preparation for earnings calls with financial market analysts more than ever. 

“Although there is room for improvement, these encouraging results indicate marketing leaders are earning a seat at the table more than is suggested in the popular press,” Professor Moorman said.

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