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Digital maturity comparison

Author's avatar By Dave Chaffey 13 Aug, 2018
Essential Essential topic

How do your digital marketing capabilities compare?

In our next free webinar for members, Benchmarking your digital future, I will be reviewing the state of digital transformation and recommending how companies at different stages of transformation, with different levels of maturity can assess their current use of digital marketing, digital media and technology.

Since Smart Insights launched we have looked to help businesses review their capabilities, for example using our free digital marketing benchmark templates and the popular interactive capability benchmarking tool available in the members area:

This tool shows that the majority of businesses assessing their capability on a 5 point scale are at stage 1 or 2. I think this is reassuring in the sense that it shows the challenge of digital transformation in many industries and that if you are relatively immature, it's likely many of your competitors may be lagging the sector leaders.

In this article, I'm sharing another maturity benchmark from a PwC report which focuses on manufacturing brands, which is a relatively traditional B2B sector compared to retail, financial services and travel where consumer demand for digital services has often required them to respond more rapidly.

Just 10% of global manufacturing companies assess themselves as Digital Champions at a high level of maturity. The webinar will include examples from a range of sectors including leaders from some generally less mature industries such as Manufacturing, Aerospace and Defence, Higher Education, Financial Services, Engineering and Construction. I hope you can join me, as always, we'll be looking to make it actionable sharing best practices on goal-setting and project planning.

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Auhtor'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. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a 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. My personal site,, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. 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. Please connect on LinkedIn to receive updates or ask me a question.

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