Is the digital transformation knocking on your door or have you ever passed it? Accelerating digital maturity should be a priority for companies of all sizes. To reach this stage, one must answer an important question: how to get a right combination of goals, resources, people and technology to get digital benefits and at the same time achieve success for your customers, employees and businesses?
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For people and companies who want to become relevant in this era of digital revolution, technologies create a new environment in which you need to learn and rethink the way to add value to your business. Today's market is an accelerated race for digital maturity, digital transformation and digital adoption.
And the reason is simple: digital technology gives enormous competitive advantages. In this context, a new concept called digital maturity was developed some years ago and has been actively discussed in different business models.
Contents
Toggle- Innovation and digital maturity
- The importance of evaluating digital maturity
- What level can your company be on the digital maturity scale?
- Understand the digital maturity criteria in Brazil
- Essential strategies you need to accelerate digital maturity
- Conclusion
Innovation and digital maturity
The word “innovation” is of extreme value and is widely used to compete in the market with other organizations in the same sector, ensuring its differentiation.
Digital maturity goes hand in hand with digital transformation. As companies start to have access to new technologies, such as Artificial Intelligence and Machine Learning, it is the way they seek in this technology the solutions to problems, which make them digital.
The importance of evaluating digital maturity
It is an important factor to diagnose what brand's next steps in the digital environment, which marketing sectors need more investments and care for the company to actually grow. From the moment the brand has a good digital maturity index, businesses tend to increase, generating more visibility in the market.
With digital maturity, the ROI (Return on Investment) of the company increases. Thus, having more returns, investing less, enables investments in other areas, such as marketing automation actions, for example, a trend that has come to stay and is already incorporated into the market.
Keep in mind that digital maturity is important to assess how technologically evolved the company is as well as its employees. So it's not enough to invest in digital innovations, everyone needs to be aligned so that the brand has digital maturity.
What level can your company be on the digital maturity scale?
It is necessary to consider the different levels of digital maturity, which represent distinct phases in the process of adopting new technologies and their incorporation into the routines of a company.
The Commission has also adopted a proposal for a Directive on the approximation of the laws of the Member States relating to the labelling of dangerous substances. Google and the Boston Consulting Group (BCG) According to the index, the jump from the first level to the last and most advanced level can bring great benefits, with cost reduction of about 30% and revenue increase by 20%.
Check the levels mentioned:
- Born: Marketing campaigns mainly use external data and direct purchases, with limited links to sales. They have digital presence, such as a website or e-commerce, but they still do not use the data to generate analyses or base decision-making. They usually use third party data in their marketing campaigns for generating new businesses and do not calculate the ROI (return of investment) of your actions.
- Emergent: They make use of their own data in automated actions with optimization and single channel testing. They refine metrics, but do not use data for tactical and strategic decisions. They have a considerable amount of data, but they have no governance over them.
- Connected: Data integrated into tools and activated with links demonstrating to ROI or sales flows. They work with data predictions, through scenarios.
- Multimoment: They use technology to offer unique and personalized experiences, with dynamic multichannel execution. The customer individuality in efficient delivery, allows cost reduction and revenue increase.
Understand the digital maturity criteria in Brazil
Knowing which items are evaluated when indicating the level of digital maturity that a particular company is in, is essential to achieve results in the medium and long term.
The criteria were established by the Google and the American company of business consulting McKinsey. Each criterion is scored from 0 to 5, defining digital maturity in Brazil. They are:
Access
This criterion will analyze the ability to interact with different connected products, as well as the use of the internet in the various applications available for computers and mobile phones. Another evaluation that can be made is the ability to navigate online and factors such as voice commands and configuration of different software used.
Security
One of the most important points that will analyze all knowledge related to data protection is to understand the reliability of a particular site, application, program, among others and behavior in the digital environment. The Brazilian strong point is the care against phishing, but it was detected that users had difficulty identifying safe websites and malware.
Usage
An evaluation that should be made based on the ability to perform online procedures. By the criteria, it is necessary to analyze purchases, consume different types of content and various formats, online transactions, use of applications, internet searchers, among others.
Digital culture
This criterion assesses how the public is able to discover new technologies and keep up to date. Such an update may be in relation to programs and software, but also hardware. It will also examine the ability to learn and experience new releases and how the use of new technologies is being made.
Creation
As the name says, this is a criterion that will evaluate creativity in the digital environment, whether for new tools, programming and data development, in addition to systems. This analysis can be done for simpler processes, such as video editing, but also for more complex operations, such as automations. Creativity in the digital transformation environment is currency exchange.
Essential strategies you need to accelerate digital maturity
Customer satisfaction
Satisfying the customer should be the main objective of any business. The creation of a simple and enjoyable experience, which offers a shared vision throughout the company, is a key item for achieving digital maturity.
From this, it is possible to design human and digital interactions that are useful, positive and above all immersive.
Companies committed to this, ensure not only efficient service for sales, as well as a pro-active post-sale, usually applied with account success managers (Customer Success), quite common in SaaS-focused businesses (Software As A Service).
Use the data to your advantage
There's no escaping the analysis, reports and insights in business day by day. Understand that the data domain allows you to use them efficiently to outline the most accurate strategies. By adding and activating the most important information and incorporating it to products, it is possible to leverage revenue and also customer engagement, focusing on sales.
Process automation
Perhaps one of the most challenging strategies for many companies and that demands the construction and use of data automation tools, so that they can provide customized content on a large scale. After all, all points that favor process optimization are at the top of the digital maturity to be achieved.
Most mature companies have data analysis capability, marketing technology solutions and automation that allow you to customize messages and engage the customer better. And we're not just talking about email marketing. Automation involves all the digital scenario possible, within the adopted structure. Chatbots and conversational tools help with this strategy.
Apply actionable metrics
Analyzing will always be an item needed for the search for digital maturity. Actible metrics can generate a clearer view of the results of business initiatives. In marketing, for example, reliable metrics allow you to connect customer activations to results, such as sales impacts, and the ROI measurement of a campaign, to understand whether strategies should be replicated or replaced.
Strategic partnerships
To have digital maturity with excellence, especially in marketing, teaming up with partners is a way of going back. The search for performance improvements can often go through external collaboration through partnerships with agencies or other technology providers. This initiative, which is very common in large technology companies, forms the so-called “performance tables”, where professionals work together with business partners. Partnership is a key word for getting better results.
Culture data driven
Data driven culture, “data-oriented”, is a science that involves scientific, statistical and complex algorithms analysis that, once applied in Big Data, extract strategic information from structured and unstructured business data. Its goal is to reduce “achism”, which is often harmful to the search for digital maturity, putting in place the interpretation of data to base the most assertive decisions.
This mentality, if incorporated into the company's culture, can benefit all sectors, since leaders or managers of each area can find better directions for their activities.
Conclusion
Now that you have figured out the ways to accelerate digital maturity in your business, understanding your current scenario and enhancement tips, it is time to take the next step. Remember that the faster the decision is made, the better the results and positioning in the market, the more competitive the innovation.
Therefore, expanding your vision and developing a transformative culture are key factors for any business. Digitization and automation of processes should be treated as a necessary and advantageous investment and not only as a cost. Perhaps that is the big difference between innovation leaders and other companies.
And you don't have to start this journey alone. As mentioned in this article, strategic partnerships can simplify and accelerate the process and generate economics. Do you want to understand more about your company's digital maturity and how NVX Digital can help you? Click HERE.
