The study called “The Evolved CMO 2012″ shows that the highest levels of the marketing environment knows it could use a little help with technical knowledge.
This can’t be an easy thing for those at the top of the marketing ladder to admit. With marketing as a whole becoming more and more digitally focused there is the reality that those who have reached the top of the marketing profession have done so with much of their experience and success coming from the traditional marketing world.
One thing that we in the Internet and social media marketing business have to do though is not get all smug about this shift in the environment. Why you ask? Well, it’s mostly because we pass around the cup of Kool-Aid that says digital marketing is the beginning and the end, the alpha and the omega of marketing and, sorry to burst your bubble here, it’s not. It’s influence is growing and it is becoming an accepted and critical component of any complete marketing strategy. The misguided idea, however, that all marketing will be digital sooner than later is nice hype but it’s not the truth.
Sure there may one day be an all digital marketing world but that won’t happen for a long time. Let’s just look at the notion of the paperless society we envisioned at the dawning of the Internet Age that would save the planet blah, blah, blah. Many would argue that we use more paper now than we ever did because we print things we find on the Internet. All of this is to say that true marketing is mix of what works, not just traditional or digital. To go from he way it was done for years to simply making everything all digital all the time is not being realistic, it’s just being arrogant and a bit stupid.
Maybe the faster you realize that fact the closer you can get to the CMO? In the meantime, though, it looks like the more you can can help upper level marketing executives understand the technology of marketing a little more the better positioned you may be to move a rung or two up the ladder yourself.
Now go help your help your friendly neighborhood CMO figure out how to use “The Twitter”. Happy career building!