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In some industry sectors where digital channels have become a primary channel to market such as retail, financial services and travel, it has become essential to increase digital maturity to compete. In other sectors like some business-to-business industries and Pharma where traditional channels may still be the most important communications channels, maturity may be lower.
In larger businesses in sectors where the case can be made for investment, there may be more resources to support the digital transformation needed than in smaller businesses.
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This framework covers these 5 aspects of maturity. As would be expected from Google’s commercial interests these have a strong focus on customer acquisition via media using a data-driven approach.
Unlike the framework above there is less focus further down the funnel considering digital cus...
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To help create the digital marketing maturity frameworks I adapted the Carnegie Mellon Capability Maturity Model (CMM) for software. While detailed assessments differed, it appealed since it has 5 clearly defined stages that correspond to improving maturity.
Maturity frameworks are often de...
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The process to review and improve digital maturity:
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it’s valuable for people working in marketing and business to review their personal digital maturity. This relates to reviewing their experience and skills for helping their business increase their digital capabilities.
Whether you are a manager directing improvements in digital marketing ...
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In larger digital transformation projects, it may have a broad scope covering digital business and with a focus on digital technology and digital data. Digital business includes using digital communications to support interactions with a range of partners from suppliers to channel partners and cu...
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Digital is an incredible medium, an enabler of businesses that previously wouldn’t have had a chance of succeeding without a factory and huge investment. But it’s not mastering the medium—understanding how the technology works—that matters; it’s how and why you use it.
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American companies no longer enjoy local advantages and must now compete against companies from other countries that might have cheaper labour or less regulation. No business is safe from these changing market forces.
Technology has lowered barriers to entry, making it easier and cheaper ...
New readers, especially children have reduced deep-reading skills.
Digital media is consumed differently in a 'skimming' time-bound way, as opposed to the profound, thoughtful reading associated with print books.
People have become addicted to digital devices, as the content they s...
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