![]() In the case of digital marketing, the race belongs to the swift, which means that less mature companies need to accelerate their efforts to catch up. These companies outperformed on market share as well, with more than twice as many digitally mature brands increasing their share in the past year-by 3 percentage points or more on average-than low-maturity brands. New BCG research in 2021 has found that more mature brands increased their sales by an average of 18 percentage points more than their less mature peers (2 more than in 2019) and boosted cost efficiencies by an average of 29 percentage points (16 more than in 2019). The big difference is the extent to which each company has advanced its digital marketing maturity. Many companies have responded to these sea changes with speed and agility. ![]() Meanwhile, consumers’ expectations for more customized, even personalized, outreach and interaction continued to grow. At the same time, the data stream provided by third-party cookies-one of the critical supports of precision digital marketing-began to dwindle as the industry and regulators reacted to growing concerns about privacy. The pandemic compressed several years of digital market evolution into a few months as consumers raced online to do everything from purchasing daily necessities to seeking medical treatment. Where Digital Marketing Maturity Is Goingįor CMOs and their digital marketing organizations, the changes of the past 18 months have come fast, and their full impact has yet to be felt. Technology, Media, and Telecommunications.
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