Study: 4 Ways Digitally Mature Companies Are Setting Themselves Apart

Evolve or die—that’s the thinking behind so many organizations undergoing “digital transformations” to expand their capabilities. But here’s the harsh truth.

Study: 4 Ways Digitally Mature Companies Are Setting Themselves Apart

Evolve or die—that’s the thinking behind so many organizations undergoing “digital transformations” to expand their capabilities. But here’s the harsh truth: Only 19% of North American organizations and just 7% of European companies rate their digital maturity as “Advanced,” according to a new study by Adobe (CMO.com’s parent company),

The good news, according to “Four Essential Elements For Digital Maturity,” is that most marketers have realized it’s time to up their game and are on the path to digital maturity. The study found that companies are increasing their spend year over year (YoY) in key areas, including mobile, analytics, automation, personalization, optimization, social marketing, and content management.

According to the report, digitally mature companies are focusing their attention (and dollars) on these key areas:

  1. Tapping into the potential of data to not only personalize messages, but to understand and predict customers’ next moves so they can reach them at the right time, with the right message.
  2. Creating a consistent customer experience, which is key to igniting brand loyalty.
  3. Recognizing that mobile is essential to life in the digital world, and increasing the number of mobile channels currently being used.
  4. Embracing cross-channel marketing so that their messaging flows seamlessly across all devices and platforms.

“But it’s important to remember that achieving digital maturity is an ongoing process,” the report states. “The digital world is constantly changing, and no company is ever completely there. However, the most successful ones are continually working to do it all well—strengthening their capabilities across all four areas.”

The report suggests that marketers analyze where their companies are on the digital maturity spectrum. Click here for the full report, along with suggestions on questions for self-assessment (short registration required).