![Executives Who Favor Digital Transformation By Role, April 2014 [CHART]](http://www.emarketer.com/images/chart_gifs/177001-178000/177003.gif "Chart - Executives Who Favor Digital Transformation By Role")
Digital marketers better like change, because it’s coming. According to an April 2014 study by Altimeter Group, digital transformation is now a significant movement. The research found that definitions of “digital transformation” varied greatly among industry professionals, and in the end defined it as “the realignment of, or new investment in, technology and business models to more effectively engage digital customers at every touchpoint in the customer experience lifecycle.”
The majority of respondents were also focusing on showing execs that digital transformation efforts didn’t align with their current plans. Which executives had jumped on the digital transformation bandwagon? CMOs were the most likely to support such efforts. Though CIOs/CTOs ranked third, Altimeter’s report noted that they still played a critical role in the transformation process and that “balance between the CMO and CIO to address the needs and expectations of digital customers is required for true digital transformation.” Read the rest at eMarketer.
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