Understanding digital maturity is crucial in today's tech-driven world. It's about how well you adapt to and leverage digital technologies. Let's delve into the concept, its importance, and how to assess your own digital maturity.
Growth frameworks to assess opportunities to increase digital marketing effectiveness
Define digital maturity in different categories using a framework with the right scope
- Identify opportunities or weaknesses across digital capabilities within the framework to prioritize improvements
- Demonstrate the business case and priorities for improvements to colleagues and clients
- Set objective targets for improving maturity to review against in future
The Smart Insights digital maturity frameworks
Review the maturity of the processes for developing complex software to make it fit for purpose and limit errors
- Adapted the Carnegie Mellon Capability Maturity Model (CMM) for software
- Free versions of these benchmarks available both as a downloadable visual framework and as an interactive digital capability grader tool
The Google- BCG Digital Maturity Framework
Google released a report in August covering these 5 aspects of maturity
- Fast track to digital marketing
- Customer acquisition via media using data-driven approach
- Digital customer experiences
- Brand customer engagement
- The Fast Track report also has benchmarks showing how maturity is improving
Personal digital maturity
It is valuable for people working in marketing and business to review their personal digital maturity.
- Whether you are a manager directing improvements in digital marketing or a specialist marketer looking to develop your digital skills, it’s useful to understand what your gaps are and what the priorities are.
The Gartner Digital Commerce Framework
One-page summary similar to the McKinsey 7Ss
- Focused more on e-commerce rather than digital communications
- Similar themes to the pre-digital business management framework from McKinsey
- Should ideally relate to the maturity of others in your sector
What is digital maturity?
The scope of digital maturity will vary a lot depending on the focus. In larger projects, it may have a broad scope covering digital business and with a focus on digital technology and digital data.
- In smaller projects, the scope may be narrower, offering the opportunity for a brand to transform customer value propositions, business/revenue models and communications.
