Why is a digital maturity framework essential for achieving business growth and winning higher returns? In his latest article, Dr. Dave Chaffey explores tried and tested digital maturity frameworks.
Continuously developing your digital maturity should be a key initiative to compete effectively in modern marketing. Investing more in digital media and digital experiences should certainly help support the growth of sales from digital channels. However, new research from Google shows that the complexity and competitiveness of digital communications means that the companies that are most likely to get the highest returns have stronger approaches to managing the process of marketing through their in-house teams and agencies.
In this article I’ll explain how reviewing your digital maturity, or the governance of digital communications, can help you address weaknesses in your digital investments, which will help increase future returns. I will review recent frameworks from Google, Gartner and Smart Insights to review digital maturity and suggest how it’s important to get the scope and process of reviewing maturity right.
The Google - BCG Digital Maturity Framework
In August 2021 Google released Fast track to digital marketing in association with Boston Consulting Group who completed research to support the report.
Their framework recommends these maturity elements are reviewed. As would be expected from Google’s advertising interests, these have a strong focus on customer...
Read Full Story: https://www.clickthrough-marketing.com/blog/frameworks-evaluate-improve-your-digital-maturity
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