This week, Unilever, one of the world's largest global consumer packaged goods companies, announced they will be replacing their long time Chief Marketing Officer, Keith Weed, with a Chief Digital and Marketing Officer (to be Conny Braams). The business explained this role as a "CMO++" with a task to future-fit the organization for the speed of change that is certain to come in the digital world. The role will focus on the digital revolution that we studied in many aspects throughout our class.
Unilever is one of several global corporations to morph away from the traditional CMO role in a move towards digital. Uber, Coca-cola, and McDonalds are considering similar changes to their CMO role. The way brands talk and interact with consumers is changing and the old rules of consumer marketing are changing as consumer look for new ways to engage with brands. Companies are up-skilling their marketers to think "digital first" as they are losing market share to local startups who are more digital and more agile.
With the announcement of new leadership, change is certain to trickle down through the rest of the Unilever organization as digital takes on new focus. The traditional consumer marketer will be more focused on digital platforms in the years to come, while consumer relationships and always on media will be demanded for any brand. If we needed proof that Digital Marketing concepts and tools are here to stay, this is it. Winning through Digital Marketing has reached the top prioritization of the biggest organizations.
To read more about the newly created role: https://www.thedrum.com/news/2019/12/03/unilever-appoints-conny-braams-chief-digital-and-marketing-officer
No comments:
Post a Comment