- Using major industry trends—compiled by AdWeek—as an indicator, the role of the CMO may be on the way out.
- According to Tim Dunn, director of mobile and strategy at Isobar, the focus on direct customer experience in marketing could end up replacing the CMO role. Dunn points to British Airways, traditionally a pioneer in big brand marketing, which has recently phased out its CMO position for director of customer experience.
- According to Dunn, there are four main factors in the transition away from CMO: The end of single-channel marketing; the growth of the experience economy; the rise of the personal narrative; and the ascent of advocacy.
It's no longer enough to control big brand strategies when the consumers want direct, customized interaction. While it seems hard to believe that the role of the CMO will disappear completely—at least in the near future—but there's no denying the major shifts in the role marketers are playing in their companies. While the prediction may seem unnerving, it's unlikely that these CMOs will lose their jobs completely—rather just have it morph into a more relevant position,.