I like digital marketing because it evolved in my lifetime. I like  it because it blends the art of marketing with the science of analytics. I like it because it’s a stable job but also new enough that huge innovations are not only possible, but achievable. 

And if that’s not enough: at the ripe age of 40  it’s what I got.

So here is what I mean by the convergence of digital marketing and leadership:

Digital marketing experts abound. I was on a panel last week in Ft. Worth (Range Online – thanks for the great summit!) when Danny Sullivan, search guru extraordinaire, made the comment “what are brand marketers and large agencies waiting for before they invest more in search. Another $B in Google’s market cap?”  Every head was a-nodding at the search conference. We all get it.  We are the converted. But who is going to lead this change within our own organizations? Why can’t we?

 Another data point: 5% of media dollars are spent online while 30% of media consumption occurs there (Brand.net, Barclays Capital, ThinkEquity Partners).

 We get this, too.  If I had a nickel for everytime some digital marketing expert lambasted the dinosaurs who are slow to evolve to digital marketing, I’d have at least eighty bucks. It gets a little tiresome hearing we are entitled to experience this increased adoption of online marketing.  But we can feel empowered to lead it.

 And it’s not just about some wishy washy. It’s about driving real decisions that result in more dollars being poured into the media we sell, the tools we build, and the services we all provide.  Investment in infrastructure and tools to make digital marketing easier to by and execute.  Investment in data. Ultimately, the ability to leverage digital media to drive increased profits for the companies we work for and our partners and clients.

 The head of a large agency recently commented in a group meeting “it is 9X more expensive to run a digital marketing campaign than a digital campaign of the same budget.”  If you are digital marketer, you are working with a very efficient media to buy and a very inefficient one to execute. Not a great selling point.

So one signpost at the crossroads at the intersection of digital marketing and leadership points to the effective way to lead change, not just talk about it.

So what’s keeping digital marketers from leading (and keeping luddites in power?)  Here’s one thought: we have a mutually exclusive relationship between two populations: the first is made of solid, experienced leaders; the second of expert digital marketers. The most seasoned leaders may not fully grasp digital marketing, and the most seasoned digital marketers may be brilliant but lack the leadership  experience,  the tools and knowledge to become excellent managers in their organizations; to show up as credible leaders; to become coaches and enablers to their direct reports and teammates. (As someone who just turned forty, I struggle with being credible at either of these things.)

I’d love for this blog to be a forum to engage the intersection between digital marketing and leadership; to share experiences, wins, and losses.  After all, the digital CMO needs to be not only a great marketer, but an even better leader in their organization and the industry.   Please engage if this is interesting to you.