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What does the marketer of the future look like?

The Drum 02 Apr 2020 06:00

Debate around the rise of the chief operating officer role in marketing is ultimately irrelevant, according to Asda’s outgoing COO Andy Murray, who claims that marketers should be more concerned about getting closer to their customers.

Speaking on a panel of fellow judges for The Drum’s Marketing Awards, Murray explained: “With all the conversation about the rise of the COO or the decline of the CMO role, it feels like we’re worrying too much about the wrongs.

It’s not the title, but the role that puts customer at the centre

“Regardless of a title, whoever controls the marketing function needs to have the scope to monitor the whole customer journey: that’s what matters the most in 2020!”

Murray explained how his role at Asda didn’t just encompass ad campaigns but also pricing strategy and government relations, and explained how this resulted in the marketing department proving its worth to the board. “It really showed how marketing impacts every facet of the business and how we can be a lot better informed when talking to Asda customers,” he added.

John Readman, founder and chief executive officer of Modo25 said it now matters less about titles and more about using the right metrics: “The challenge for most marketing heads is they don’t currently focus on measuring the right customer metrics. They need to put customers at the heart of what they do or they’re going to be left behind.”

Is data a distraction?

“Sometimes you can drown in data,” agreed Anna Forbes, general manager at The Trade Desk. “It is important you have that mix between commercial savviness and creative flair. You need to use the right tools, but don’t let them define everything you do.”

The Drum Marketing Awards 2020 finalists have been revealed. In light of the global situation, The Drum Awards are reviewing the ceremony date which was due to take place on 21 April. For updates and developments on this, please keep an eye on the awards website.

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AsdaMurrayJohn ReadmanModo25Andy Murray
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