CMO struggles with implementation speed digital transformation

Dutch Chief Marketing Officers (CMOs), or the marketing bosses of the Netherlands, are struggling with the implementation speed of the digital transformation. This is evident from the Report on Marketing Innovation presented today, for which Deloitte, on behalf of sector organization IAB Nederland, interviewed twenty-five 'leading CMOs'

Dutch Chief Marketing Officers (CMOs), or the marketing bosses of the Netherlands, are struggling with the implementation speed of the digital transformation. This is evident from the Report on Marketing Innovation presented today, for which Deloitte, on behalf of sector organization IAB Nederland, interviewed twenty-five 'leading CMOs'.

The surveyed CMOs are enthusiastic about all new technologies and marketing innovations. They are especially curious about how these innovations help them optimize the customer journey . Innovations like Voice, Augmented Reality and Artificial Intelligence have their attention.

But the CMOs are also aware of the risk that they are too distracted by all new tools and hypes.

The biggest personnel challenges identified by CMOs are attracting and retaining the right (digital) talent and closing the gap between the old and the new generation of marketers. There is also the danger that the generation of digital natives will leave companies if they do not have the opportunity to develop in a digital environment.

The focus is still too much on technological change instead of on supporting processes and behavior. All current processes, practices and company structures must be re-examined and the new training methods must contain the right knowledge and tools for the digital age.

A large role remains reserved for media agencies. The majority of respondents expect a role from the media agency in the field of content creation and advice on the use of data.

Many CMOs are working hard to get their data on GDPR legislation in order. At the same time, the CMOs still have a lot of uncertainty about what the exact consequences of this legislation will be.