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“As the CCO and CMO functions continue to evolve, our functions will need to be more strategic and collaborative in our work. With corporate reputation being a top priority for organizations today, it is more important than ever to establish deeper engagements with customers, employees and other stakeholders, and to clearly express the company’s purpose and values. To achieve this holistically across the full spectrum of stakeholders, a close partnership between communications and marketing is essential.”
“They will merge into one role - that of the chief storyteller.”
“These two roles will be integrated in the future to ensure a stronger alignment of brand and corporate narrative, both internally and externally.”
“The lines between communications and marketing will continue to soften and the disciplines will merge.”
“They will increasingly work in a more integrated fashion to advance the interests of their organizations.”
“Joint accountability. In some cases, the roles will merge.”
“Strong integration of CCO and CMO roles, or only one at the C-Suite table.”
“The role of CCOs will increase in importance, particularly in B2B industries. CMO roles will increasingly have communications/reputation management KPIs.”
“They will be more important as we prove the benefits of our work.”
“More influence as brand equity and trust rise.”
“The CMO will be expected to play a larger role in driving growth.”
“Both roles will continue to grow and prosper as all business and industry becomes real-time and demands constant actions and reactions.”
“The CCO roles will be more integrated with other fields like sustainability or customer experience.”
“As CMOs continue to struggle to prove/provide real, meaningful value (e.g. revenue growth, customer growth), CCOs - who have moved aggressively to leverage data, analytics, measurement to transform the discipline they lead - will begin to assume overall leadership of integrated marketing + communications units, as traditional CMO roles die out.”
“AI and machine learning will tip the industry on its head. New products, new ways of communicating, new data and analytics.”
“It’s no longer about the 4 Ps of marketing – product, placement, price and promotion; it’s all about the 4 Es – environment, experience, exchange and engagement. The counterintuitive message on this one is that in this evolving world of communications, in order to facilitate authentic relationships, in many cases it must be done through means that are artificial (intelligence) and augmented (reality)… For those of us in this business, we are still in a relationship business, but the nature of how we cultivate those relationships is becoming very different.”
“Short term: enabling us to do a better job in reporting, issues alerts, improve capability for planning with better insights. Medium term to long term: truly valuable and clearly actionable business insights, delivery of personalised content or information to different stakeholders, including customers, media etc.”
“AI is interesting but cannot replace intimacy.”
“The science will make the art (what great communicators can do) even more effective in the medium term; beyond that in the long term, I can envision much of our content and messages being generated by the smartest machines available. For the short term, it is hip and cool to talk AI, etc. but the jury is out...”
“It will make personal interaction (human to human) even more important.”
“AI will change the way we do communications, in terms of how we understand brands, customers and products. But in the long term there is something about being human that is unique and AI will just be a process that will help in targeting customers and markets using big data.”
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