3 things to accelerate digital marketing transformation

3 things marketers can do to accelerate digital marketing transformation

If the past several months have taught us anything, it’s that life can change dramatically at a moment’s notice. For marketers, having a flexible, measurable strategy feels more important than ever.

The pandemic has required businesses in every vertical to rethink and adapt their strategies for changing consumer behavior. All of this disruption also comes at a time when many companies are trying to navigate new policies and regulations aimed at improving consumers’ online experiences and respecting their privacy.

One way companies can navigate these challenges is by increasing their digital marketing maturity. This means putting the right technology and organizational strategies in place to achieve effective reach and measurement while honoring users’ privacy preferences.

Companies that are less digitally mature rely mostly on third-party data for their marketing campaigns. With limited first-party data, they are unable to connect online and offline touchpoints, making it harder to understand their customers. Digitally nascent companies are also less likely to use advanced tools like cloud-based analytics or machine learning. And even when they do have the right data and tools in place to succeed, these companies often lack the resources required to drive success.

Research shows that when businesses do put the right strategies in place, they see enormous impact. In a 2018 study we did with Boston Consulting Group (BCG), we found that companies that had achieved full digital maturity, that were able to deliver relevant content to consumers at multiple moments across the customer journey, saw cost savings of up to 30% and revenue increases of as much as 20%.1.

More: Think With Google