First the joke (if it is one …):
A CMO, a CIO, and a chief digital officer walk into a bar…
The CMO asks for a drink. The bartender says, “Hmm, no, sorry, from the look of you, I don’t think you know how to hold your liquor.”
The CIO asks for a drink. The bartender replies, “I know you know how to drink, but sorry, you haven’t paid off your tab from all those drinks you bought over the past 10 years.”
The chief digital officer approaches the bar, but before he can ask, the bartender reaches over and high-fives him. “My main man,” he greets him enthusiastically. “What do you want? It’s on the house!”
This is a very interesting posting on the importance of Digital in our era. I am not sure, if we need a Chief Digital Officer. Gartner believes the CDO will be around in 25 % of the companies by 2015. Perhaps it is only a mutant of todays CMO. And: I don’t see the Customer Experience in CIO’s courtyard:
Yes! Marketing should own digital. Because digital is inherent in understanding and connecting with the modern customer. And regardless of whatever C-level role wins this responsibility, understanding and connecting with the modern customer is marketing.
But the technology is simply a means to an end. The vision is that understanding and connecting with customers is fully unified under marketing’s umbrella.
After all, there still are non-digital aspects of understanding and connecting with customers in most businesses. But to customers, the lines between digital and non-digital are nearly invisible. They simply expect continuity in their experience with you.
Only a truly unified marketing department can deliver that experience.