CMOs Must Connect The Dots Of The Online Brand

Digital has been widely embraced by consumers and by many parts of the enterprise. But the adoption of digital channels — Web sites, mobile apps, online sales and customer service, and other smart touches — has often occurred in a piecemeal way. That has resulted in three potential mishaps: 1) inconsistent brand experiences; 2) poorly invested resources; and 3) the limited strategic impact of digital on the overall business. To push these common traps aside, chief marketing officers (CMOs) must orchestrate their digital strategy using our connect-the-dots framework. Their objective: Elevate digital to the highest level of business strategy.

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