DMA HK: LPS’ Dickson Ma on how the CMO role is evolving in tech era

In the ever-evolving digital marketing landscape, businesses are investing in technologies as part of their marketing strategies and CMOs play a pivotal role in driving technology adoption. 

In fact, Meltwater’s ‘State of Social Media 2024’ report showed that 5% of APAC businesses see AI as an important part of their social media strategy. This is a notably higher percentage when compared with their global counterparts (44%). 

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While in Hong Kong, 64% of brands in Hong Kong have used AI for personalised content and marketing, according to Twilio’s State of Customer Engagement report.   

In a conversation with MARKETING-INTERACTIVE, Dickson Ma, chief marketing officer, Lenovo PCCW Solutions, said a CMO must grasp how relevant technologies interconnect, even if they aren’t an expert in every tool. “Recognising when to adjust the technology stack for improved performance is also crucial.”  

He also shared his experience at Lenovo where the team embraces the culture of “Lenovo powers Lenovo.” “What better way to market our products and solutions than by using them ourselves? For instance, Lenovo Studio AI streamlines content creation, enabling our global marketing teams to produce high-quality, customised marketing collaterals swiftly,” he added. 

Additionally, LPS also utilises AI-driven email sentiment analysis, enhancing the triage of customer communications, improving response times and boosting customer satisfaction, he said. 

The CMO’s influence in creating seamless customer experiences is also vital for building brand loyalty, he said. “As technology evolves, enhancing customer interactions through innovative service, packaging, delivery, and online-to-offline, multi-platforms engagement becomes paramount.” 

“This comprehensive approach positions the CMO as a key orchestrator of an integrated strategy that aligns with shifting consumer behaviours and technological advancements, reinforcing brand loyalty and customer satisfaction in a dynamic market,” he added. 

Evolving responsibilities of the CMO role in the tech era 

Beyond technology adoption, CMOs are making employee advocacy and external brand perception a pillar of their marketing strategies.A ccording to Intercom, 88% of decision makers believe that customer engagement significantly impacts a business’s bottom line. 

CMOs are now expected to be communication experts, integrating internal communications into the broader marketing function rather than treating it as a standalone function, Ma said. “This shift necessitates a proactive approach with HR to enhance employee experience, coordination with product teams for launches, and engagement with government affairs for stakeholder relations.” 

The role demands mastery of real-time communication strategies, focusing on both message delivery and content amidst the digital chatter, he added. “CMOs are tasked with crafting narratives that resonate internally and externally, managing brand image during crisis, and leveraging technology to ensure consistent, authentic communication.  It's about curating how stakeholder perceptions to ensure that every touchpoint reflects the company’s purpose and values.” 

In an era that demands both agile adaptation and visionary foresight, Ma suggested today's CMOs should: 

• Elevate marketing’s influence in the enterprise:  

The shift of customer data ownership to IT requires a renewed focus on aligning marketing strategies with broader business goals. CMOs must champion organisation-wide alignment on new strategies and customer engagement models, redefining marketing's value by leveraging catalytic programs that foster collaboration across departments.  

• Balance between tech and human insight:  

Marketing technologies can be complex, and there’s a fine line between leveraging them and feeling overwhelmed. Marketers often prioritize learning these tools over applying them to their core responsibilities. CMOs must ensure that these technologies are both effective and user-friendly for marketing professionals. This requires conducting a thorough cost-benefit analysis of martech investments, considering not only financial implications but also their impact on employee culture and operational experience. Most importantly, martech should complement our real work—human insights are essential in creating value. 

• The search game has evolved with AI-powered search experiences:  

The landscape of search is undergoing a pivotal transformation, with generative AI Q&A forms –Search Generative Experience (SGE), assuming dominance over traditional search results. This shift, which leads to a substantial decrease in organic site traffic, mandates a strategic pivot. By 2028, brands’ organic search traffic will decrease by 50% or more as consumers embrace Gen AI-powered search. CMOs must prepare for the disruption to revenue and lead generation by adapting channel investments and focusing on conversion-focused keywords, gated content and potentially repositioning traditional channels like email to adapt to this new reality. 

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