How mature is your marketing?
I have just finished reading the book Connect the Experience. This book tracts the maturity level of a company based on a customer centric approach. What I really love about this book is that it is connecting all the activity we do to a maturity model and is based on the customer experience. This book acknowledges the dramatic change in the marketing landscape that has occurred over the past few years and how customers are now in control of this landscape. "Even though we're faced with radical changes in customer behaviours, expectations and preferences as a result of technology, to lead the next generation of customer experience does not begin with technology. It starts with people."
Businesses want to do the right thing by customers and what to have brands that both employees and their customers love. We all have sincere intentions (for the most part) and recognise that the future of business lies in customer experience however "only 37% of executives are actually beginning to move forward with a formal customer experience initiative." As the Connect The Experience a spouses these companies that aggressively invests in customer centricity in the innovation of products, processes and services will grow faster. "The future of digital marketing and customer experience is in your hands. Feel it. Design it. Advance it."
What I love about this book is the resources around mapping the maturity of your marketing. It is worth checking out. We also have our owns audit tool for SMBs. marketing audit tool. Adobe also has a great digital marketing maturity assessment survey. Adobe state; Digital Marketing success is dependent upon an organization's focus and investment in its People, Processes, and Products necessary to deliver successful customer experiences. The strength of each area is measured by its ability to execute across the seven Digital Marketing dimensions; which include Channels, Audiences, Context, Content, Assets, Campaigns, and Data.