CMO’s criticise digital focus on campaigns – but I blame the lack of a company-wide digital strategy

Great to see that CMOs are critical of the digital industry’s focus on campaigns rather than the overall customer experience.

But the issue they complain about is often the result of a lack of top-down pressure for more consensus across the business departments for a central digital strategy.

No wonder then that digital managers are pragmatic about delivering discrete projects they know they can track, which leaves them little choice but to rely on tactical results data.

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