INVESTING IN THE DIGITAL AGE FOR THE BEST RETURN
Organizations that recognize the importance of digital marketing will naturally desire digital maturity. That means their online strategies are on equal footing with any other platform and more importantly, their online strategies put all the other platforms into perspective. It also means that they take the necessary steps to be on the cutting edge and to be ahead of their competitors. They demonstrate that digital marketing is built into their DNA. Organizations that do not embody the above qualities will never take first place. They will always be abdicating their spots to the organizations that invest in digital maturity.
Last year Adobe issued its annual survey results on digital marketing. The report summarizes some of these differences in how companies approach the digital world:
“ For those companies responding to change instead of leading it, push advertising plays an outsized role in their digital programs. It is a thread to the past, one area where they understand what they’re buying, how to buy it and roughly what they might get in return.
For companies pursuing digital maturity, advertising is part of the story, a piece of a larger and more diverse mix that better reflects the complexity of how people behave and how digital marketing is evolving. ”
Companies that pursue digital maturity are being realistic. They recognize the value it brings. That is why they spend significantly more of their budgets on social media, mobile, content management, optimization, and analytics. They embrace, nurture, and enhance digital maturity because it is a winning formula. Companies that do not pursue digital maturity do not make the same investment, and consequently they do not receive the same reward.
