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Digital Marketing Maturity – new research #ChartOfTheDay

Author's avatar By Dave Chaffey 12 Oct, 2016
Essential Essential topic

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 marketing maturity benchmark

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
Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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