Managing the Digital Age: A Dialogue with CCOs and CMOs

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This paper is sponsored by the Institute for Public Relations and Peppercomm.

Introduction
This report is based on in-depth interviews with 22 senior communications and marketing executives in large companies about how the rapid evolution of digital and data are changing their functions. The paper also offers a digital road map and checklist to help organizations create and refine their strategies.

When it comes to digital, data strategies, and tools, communications and marketing leaders agree that these components are critical to success in their careers and organizations. But what they do not seem to agree on are what defines digital, who owns digital, and how to fully leverage the streams of data pouring in via digital channels. Of course, every organization is unique; there is no one-size- fits-all approach for these complex business enablers. However, most executives interviewed said they do not think their organization has mastered the digital realm. But like the story of the blind men and the elephant, we must consider whether executives may be missing the big picture as some are navigating this new landscape without a consistent, reliable digital and data roadmap. Overall, substantial questions remain about how to strategically manage and maximize the potential of these new technologies.

 

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