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For CMO Professionals

CMOs Must Connect The Dots Of The Online Brand

Orchestrate Digital For The Best Brand Experience

July 27, 2010

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Authors

  • By Mary Beth Kemp
  • with David M. Cooperstein,
  • Shar VanBoskirk,
  • Cory Munchbach

Why Read This Report

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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Also in Collection: Connect The Dots

Table of Contents

  • Digital Is Ubiquitous But Often Disparate
  • Make The Most Of Digital To Upgrade The Brand Experience
  • RECOMMENDATIONS

  • Orchestrate Your Firm's Digital Ambitions
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