Marketing Dividends: CommBank's CMO on customer expectations

By AdNews | 19 January 2015

Commonwealth Bank is looking to meet the challenge of rising customer expectations through an investment in technology and communication according to CMO Vittoria Shortt.

In the latest episode of AANA's Marketing Dividends Shortt explains how the role of marketing is integral to CBA's broader business when it comes to connecting business strategy with brand strategy.

“The role for marketing is to really demonstrate the value we can bring tot he business,” Shortt said.

“It's really about how marketing teams are addressing the changes that are going on. How they're harnessing the new tools particularly digital and data and then showing the businesses the insights that they can really bring to help drive business value.”

In particular Shortt highlighted product innovations such as cardless cash and the importance of marketing to ensure adoption of the technology in market.

“Marketing's contribution is increasingly valued. And the two real signals for me are for the first time we have marketers who are sitting on the leadership teams of the businesses at different levels, and the second real metric for me is that we're seeing a lot of our marketing talent go into other areas of the business.”

Watch the full episide below:

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