Chart of the Day: BCG's pathway to digital marketing maturity model
You probably know of Boston Consulting Group for their classic market prioritization matrix which we feature in our essential marketing models guide.
Well, they still continue as a consulting group and naturally work on digital transformation projects for which they share strategies via their blog. The latest, which I thought sharing is a simple assessment of digital marketing maturity based on organizational structure.
Most suited for larger organizations it shows the typical pattern from an ad hoc approach to digital marketing across a business characterised by innovation, but also inefficiency and wastage due to overlap or inexperience. To control digital marketing activities a centralized approach is then recommended, but as I have seen in many cases this then results in digital marketing silos with poor integration between digital marketing, marketing, corporate communications, product…
How brands can use a Digital Marketing Centre of Excellence to improve their results from digital
Since digital marketing is so complex and changes so fasts, many businesses can be left floundering in their use of digital marketing if they don't have the right investment in digital marketing skills and best practices. It's challenging since 'change is constant', audiences move to new channels, platforms change their algorithms and consumers start using ad-blocking tech or become 'banner blind'. Because of the pace of change, many brands lack experience in dealing with the kinds of problems posed by digital marketing in 2017.
This often leads to disappointing results from digital marketing, which can then create a suspicion of digital and a failure to properly invest in the new emerging technologies and channels which will be powering growth in the years ahead.
These challenges have led to many brands utilizing a Digital Center/Centre of Excellence in order to…
It seems you either have what it takes... or not
When speaking to businesses about their marketing, integration is a common challenge, whether that's integration of comms, technology or teams within a business.
The latest Econsultancy / Adobe Digital Intelligence briefing sheds some light on how many businesses have achieved integration. It's encouraging to see that nearly half of businesses can confidently state:
Digital Marketing permeates most of our marketing activities
Kudos to the businesses that say that digital permeates all our marketing activities or that they are 'digital first'.
It's less encouraging to see that this figure hasn't changed much over the last 3 years. What's more, integration is severely lacking in nearly one-fifth of companies say that digital marketing is 'very much separate'.
Source: Digital Intelligence 2017 briefing
Sample: 14,163 respondents globally (64% client-side)
Recommended Smart Insights resource: Managing a Digital Marketing Centre of Excellence -…