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Dave Chaffey | Smart Insights | Wed, 12 Oct 2016 16:06:00 +0000

How does the digital maturity of your business compare?

Although digital marketing cannot be called new with the advent of the web now over 25 years old, this new research from Adobe shows that relatively few companies have mastered digital marketing. Only 19% of North American organizations and 7% of European organizations rate their digital maturity as “Advanced†when reviewing processes, data integration and technical skills.

Digital maturity definitions from the research shown in the figure are.

  • Advanced: Data mostly integrated, best practices generally followed, automation common, strong technical skills
  • Focused: Data and processes somewhat integrated, automation common, solid and expanding technical skills
  • Emergent: Basic data integration, some automation, growing technical capacity
  • Nonexistent: Limited data in silos, no automation, low technical capacity

This pattern of a low-level of maturity is similar to that we have seen in the Smart Insights scores of members based on our free benchmarking digital maturity tool on a 5 point scale which has also shown low digital maturity overall.  If you’re not already a member you can score your maturity here.

Considering the barriers to digital marketing that need to be managed, these will be familiar to every business. It suggests that making the business case for investment in digital transformation is an ongoing challenge.

  • Source: Adobe Digital Marketing Maturity 2016 report
  • Sample: From March 2016, through the first part of June 2016, Adobe surveyed 735 digital marketers in the United States, Canada, United Kingdom, France, and Germany to learn their current priorities and tactics, as well as their plans for the future. Industries surveyed included business-to-business high-tech, financial services, media and entertainment, professional services, retail and commerce, travel and hospitality, and others.
  • Smart Insights members resource: Digital Marketing Strategy guides

2016-10-12_07-03-38Digital marketing maturity benchmark