Digital technology, in the form of social media, blogs, online videos etc., clearly have a massive impact on branding, writes
Dick Patton, leader of the
Chief Marketing Officer Practice at Egon Zehnder International, in the last of a series of blog contributions published on the
Harvard Business Review's website. To harness this potential, CMOs urgently need to acquire first-hand expertise in the field of digital marketing themselves, not outsource it, warns Patton. In his view, the central challenge is to understand all of the many digital tools, how they are used and how they can be leveraged by a brand. CMOs who take up the digital challenge are already in high demand, he concludes.
