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Changing Role of CMO’s

Chief marketing officers (CMO) such as Eduardo Conrado at Motorola now spend more than 50 percent of their budget on technology to manage activities like online marketing and social media.  Marketing is becoming very technical with software to track and target customers and manage customer relationships, predict consumer behavior, run online storefronts, analyze social media, manage websites, and craft targeted advertisements.  IBM in response to this trend is shifting its attention from CIOs to CM0s as their primary clients.

Spencer Ante, “As Economy Cools, IBM Furthers Focus on Marketers,” Wall Street Journal (July 18, 2012): B3.

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