You’re here! Perhaps you came across our explainer video on our digital maturity assessment (on LinkedIn), or perhaps you’re here because you just love everything digital maturity and we managed to SEO optimise this page so that you found it. Or it found you!? Either way, I’m excited to dive into the topic of digital maturity and what it can do for you, so let’s get to it!

What is digital maturity and why should you care?

Believe it or not we’re not the first ones to talk about this topic (shock, horror). As defined by BCG, digital maturity is a measure of an organisation’s ability to create value through digital and a key predictor of success for companies launching a digital transformation.

Digitally mature companies are more likely to have a competitive advantage over others in their industry, with better revenue growth, time to market, cost efficiency, product quality, and customer satisfaction. You’re a ‘numbers person’, so here are some facts to back that up: According to a recent report by Deloitte, companies with a higher level of digital maturity noticed a 45% increase in revenue growth and 43% increase in profit margins, compared to 15% respectively for lower maturity companies.

Of course, digital maturity can apply to a variety of aspects of your business, from product development, customer journeys or business organisation. But we’re a marketing agency, and so naturally, our focus leans more towards that side of it all.

When it comes to marketing, digital maturity is an obvious competitive advantage – the industry moves fast. And we’ve shown through countless cases that focusing on the key areas of attribution, data activation, branding and privacy within the sphere of digital maturity will help drive growth for your business.

Still in doubt? You can read more about what a digitally mature business can do when they have access to all the right tools on our case study page.

But how do we become a digitally mature marketing team?

At Precis, we rank companies based on four levels of growth. Once we’ve established where you sit on this scale, it then becomes easy to identify which growth initiatives are more relevant for you to tackle.

Because how many of you have sat through a marketing trends event or read an article on [INSERT YEAR] essential marketing trends and thought; there’s no way our team can do (all of) that! And you are right. It is a matter of prioritisation and this survey and the subsequent recommendations aim to do precisely that: help you prioritise given where you are, and what the logical next steps are to get you where you want to go.

For numerical consistency, we have also split the focus areas of our survey and advice into four main categories:

Digital maturity and marketing attribution

Attribution is the practice of understanding exactly what value you are getting from your marketing spend. It means having as close to perfect picture of marketing performance as possible – regardless of platform biases, incomplete data and consent mechanisms.

But more than that, it also means measuring more than just clicks and impressions. It means attributing true business value to your marketing efforts. For instance, how well did your campaign increase overall profit or revenue?

Digital maturity and marketing activation

The next segment tackles exactly what you can do once you have the data at hand. Because it’s one thing to collect all the right info and put in a nice dashboard, but that’s really just the beginning – as I am sure you already know.

What comes next is to activate that data to provide digital marketing platforms with learnings from your newly optimised data foundation. Things like profit bidding, stock optimisation, optimising for customer lifetime value – these are all strategies you can employ to take your marketing and ROI to the next level.

Digital maturity within brand marketing

When we think about branding campaigns we mean more than just prolific Out of Home campaigns when you’re, quite literally, out and about. Digitally mature marketing teams see branding as part and parcel of their digital marketing strategies. Applying the same ‘test, learn and go’ approach that you would with any other marketing campaign.

Digital maturity and privacy

Many marketers see privacy as a barrier to their marketing activities – even if they believe it will drive long term success. With that being said, digitally mature marketing teams are often ahead of the curve when it comes to marketing regulations and can start to build trusting relationships with their users earlier than their competitors.

Next steps

To learn where you sit on the digital maturity scale – and access advice within each of these areas – please reach out to a member of our team to learn more.