It’s not enough to have one department dedicated to advancing a company’s online efforts.
“If you just have a standalone digital group, they’re going to be a ghetto inside the organization,” says Duncan Fulton, SVP, Communications and Corporate Affairs, Canadian Tire Corporation CMO, FGL Sports and Mark’s.
To transform an organization’s culture to think digital, the impetus has to come from CEOs and CMOs who understand the value of digital. That transformation requires investment, training, incentive, and permission from the top of the company all the way to the bottom.
The flyer is an excellent example, according to Fulton. It’s a tremendous asset for any company, but as customers move online for researching their purchases, the company’s attention has to shift there as well.