At last week’s BMA15, the annual Business Marketing Association (BMA) international conference, Stein IAS introduced the first of what will be an annual Digital Marketing Maturity Index and report, detailing the level of digital marketing maturity among the world’s B2B marketers.
- Only 6% of marketers surveyed can be considered “digital masters.”
- Growing up at a time of breakneck evolution with plenty of uncharted territory is difficult.
- Achieving maturity takes time. It takes tools. It takes mentors.
We’ve created an icon for the DMMI--a virtual character named Silicon Freud--who has asked marketers everywhere to look inward and deeply analyze their digital marketing activities: the “what is” vs. the “what’s possible.”
DMMI results, comprising detailed input from 300 or so CMOs and senior executives at mid-sized to large global enterprises, was revealing. The one stat that everyone will focus on is that only 6% of marketers surveyed can be considered “digital masters.” A majority falls into the “digital middle.” About one-third can be classified, kindly, as “digital explorers.”
The criteria for classification range from sophistication of targeting, segmentation, and profiling; dynamic and personalized content served in real-time via the Web and other inbound/outbound channels based on discrete personas and buyer journey stages; and utilization of integrated marketing cloud technologies to facilitate true closed-loop reporting with revenue (and revenue velocity) as the penultimate marketing goals.
For me, the key finding is that marketers are for the most part fully embracing the tenets of modern marketing--but struggling to get from adolescence to adulthood.
Then again, most of us in our lives struggled to achieve maturity. It takes time. It takes tools. It takes mentors. It takes exemplars we aspire to. For the marketing community, coming to grips with so much complexity, entirely new skill sets and organizational approaches, different agency ecosystems, and a panoply of promising technologies that constantly evolves are the maturity hurdles to be overcome.
But, surely, they will be overcome. And that’s where the excitement is. Next year, the 6% who are digital masters will no doubt be 15%. And the year after closer to 50%.
Growing up is always hard to do. Growing up at a time of breakneck evolution with plenty of uncharted territory makes it considerably harder.
First published June 4th 2015 on CMO.com