Digital marketing maturity
Author: Dawn Southgate
To capitalise on advanced technologies, CMOs need the right technical and organisational success factors. Research by BCG suggests that “the ability to deliver relevant content to consumers at multiple moments across the purchase journey” (known as multi-moment maturity), provides cost savings of up to 30% and revenue increases of up to 20%. Google commissioned BCG to answer three questions relating to digital marketing maturity: “what do market leaders look like?”; “what is the business value of improved digital capabilities?”; and “what are the best practices and enablers that are needed to achieve maturity?” This article sets out the findings on digital marketing maturity.
bcg.com, 18 February 2019 (Field et al)
[First appeared in Cutting Edge, 20 March 2019]