The role of a Chief Marketing Officer (CMO) has undergone significant change. Part of that is the personalization that is evident in digital marketing campaigns. The bricks-and-mortar approach is very different as it has the attitude of ‘if we build, they will come’, referring to customers. The intense customization is not easy. The digital approach is well suited to customer-centric marketing. In the digital age, companies have had to shift from business oriented approach. The modern CMO has to manage marketing with communications and technology as they are all intertwined. Finally, it is the mobile phone that is revolutionizing marketing in significant ways. It has empowered the individual customer.