The time is now for digitally-enhanced marketing moves.
Digital marketing plays an increasingly strategic role in driving business growth for most organizations. As we move into an uncertain future beset by ongoing challenges and still-emerging disruptive forces, one safe bet is on the growing importance of digital within the overall marketing mix and the corresponding rise in influence of the digital marketing leader.
In Gartner’s 2021 Digital Marketing Survey, 36% of respondents who identify as their organization’s digital marketing leader indicated their current title is CMO, while 49% listed their title as vice president, senior vice president, or executive vice president. For 75% of these digital marketing leaders, their responsibility spans the entire organization, while just 25% said their authority is limited to just the business-unit or regional division level. All marketing strategies, budgets and key performance indicators are increasingly influenced by how digital marketing objectives are aligned to business goals. Going forward, companies need to comprehend the reach of digital marketing and lay out a strategy that enables it.
To better understand the scope and definition of today’s digital marketing leader, including the responsibilities and objectives that accompany the role, tune in to Gartner’s complimentary webinar this Thursday at 10 AM EDT.