Title: Digital marketing: the opportunity and the imperative

Authors: Nandini Das Ghoshal

Addresses: Insights and More Asia Consulting Pte Ltd., 137 Market Street, #06-00, Level 6, 048943, Singapore

Abstract: This paper explores how marketing, as a discipline, has transformed in the last decade due to the disruption of digital technology. The new landscape is still unfamiliar to many. And yet, it offers distinct opportunities in being able to engage with the target audience in a more meaningful way. This paper attempts to propose the key components of the marketing infrastructure today. The emerging components are intent, technology, communication, data and customer experience. This paper further outlines the elements of each of these opportunities. It explores the imperatives of marketing in today's environment. It outlines the knowledge, skills and attitudes that the modern day CMO needs to have to be able to orchestrate this new, complex assemblage. This paper draws from an extensive meta-analysis of studies conducted by leading consultants, academicians and think-tanks and the cumulative experience of industry veterans and practitioners leading this real-time change. Specifically, it tackles the questions of: 1) what are the elements of this new Marketing opportunity?; 2) what is the new marketing imperative?; 3) who is the new marketing leader?

Keywords: digital; digital marketing; new age marketing; CMO; CTO; tech marketing; martech; customer experience; data; analysis; content marketing; content; marketing leader; CEO; product leadership; new customer.

DOI: 10.1504/IJPSPM.2020.106733

International Journal of Public Sector Performance Management, 2020 Vol.6 No.2, pp.246 - 259

Received: 19 Jun 2018
Accepted: 12 Dec 2018
Published online: 20 Apr 2020 *

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