Transfer Your Operation Ahead Alongside the Digital Advertising and marketing Maturity Curve
The marketing landscape is constantly evolving. The pace of change is relentless. Customer expectations seem to keep growing.
Challenges like these seem so pervasive that after a while they become cliché. However, there are steps marketing directors can take to address them.
One practical way is to honestly assess where your business is along the digital marketing maturity curve and then systematically improve your marketing skills so you can move forward.
Provide resources for longer-term go-to-market plans
Why does it make sense to show progress across a runtime curve? Because to achieve your goal, you need to be honest about where you are – and realistic about the steps you need to take to get there.
The truth is, too many brands lose their grip somewhere in the “Organize & Improve” phase. Can this open up a potential benefit for your brand?
For each level, consider some meaningful traits that marketing maturity curves may contain to begin your own assessment.
Where is your team currently in the digital marketing maturity curve?
Realize right from the start how difficult it is to reach the highest level of digital marketing maturity. Even if you do, it is easy to be pushed back when the landscape changes again. However, to be competitive, your team should work hard to unlock the Connected and Scale levels.
If you take a closer look at the features that are required to get you there, you will find that they are heavily digital in nature. So it pays to master technical aspects in your marketing mix.
“The Dividends of Digital Marketing Maturity,” Dominic Field, Shilpa Patel, Henry Leon, Boston Consulting Group (BCG), 2019
For marketers who can lead their teams to higher levels of digital marketing maturity, the rewards can be very worthwhile. “In our most recent study, companies that have reached multi-moment maturity – the ability to deliver relevant content to consumers at multiple points during the buying journey – reported cost savings of up to 30% and sales increases of up to 20%. “-Boston Consulting Group (BCG)
If you are ready to face this challenge, work on understanding where your marketing team is along the digital marketing maturity curve, understanding what you need to do to advance to the next level, and taking action!
