Toolkit 2014: Marketing's new operating model

David Tiltman

This report, part of the Warc Toolkit 2014 series, examines how the role of the marketing function is evolving.
Marketing structures are adapting to meet the needs of social media and data management. Together, these are allowing organisations to become more 'customer-centric'. The Chief Digital Officer role has emerged as a 'change agent', delivering digital transformation programmes. There is a trend toward building in-house capabilities in certain crucial areas, and many brands are working directly with tech providers on digital media. It has been argued that marketing is being diminished as a discipline, and that a narrow focus on communications will limit marketers' ability to seize the 'customer-centric' agenda. The article is supported by case studies and suggests implications...

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