4 ways marketing chiefs can influence innovation

Chief marketing officers may not typically be looked to as leaders of their organizations' innovation strategies, but they must still be involved in the process, according to Ana Andjelic, PhD, a brand strategist.

Furthermore, marketing leaders can also wield plenty of influence when it comes to innovation. In a recent op-ed for Glossy, Dr. Andjelic described the four "mandates of innovation" — all areas in which chief marketing officers play a major role, and can therefore have a hand in ensuring an innovation strategy's success.

1. Increase digital revenue

2. Improve customer experience

3. Reduce operational costs

4. Launch new products or services

Read more here.

More articles on digital marketing:
Viewpoint: Marketing success should be measured by purpose-led innovation, not revenues
5 components of an effective digital marketing strategy
Healthcare marketers are unconcerned about the end of Instagram 'like' counts

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