Digital Maturity. What is it? Are you there yet? Believe it or not, many corporate organizations (and some communications agencies) have not yet reached digital maturity. Many lag behind the general public’s ability to adapt to the new digital marketplace. This session provides you an insight into key markers of what a digitally mature organization looks and acts like.

1. Digital Maturity.
What Is it.
Are We There Yet?

2. 1. How might it be defined?
2. What does it look like?
3. Why is it important?
• Not
the
only
de+inition.
My
perspective;
from
experience.
• Two
views
of
website
(client/service
provider).
• How
to
leverage
insight
in
your
own
business

3. About us.
•
•
•
•
•
•
•
Vancouver, BC, Canada
Office in NYC
Founded in 2002
Independently owned
Senior leadership focused
Team staffing of twenty five
Client base across North America
3
•
Role
focused
on
prospecting
new
business;
growing
existing
business.
•
Lots
of
conversations
across
the
client
organization;
senior
level
importance.

4. What digital
maturity isn’t.
Category complacency
Technological opportunism
Social media internships
Engine Digital
•
•
•
• Category
complacency
-­‐
Not
about
what
your
competitors
are
doing.
Consider
all
digital
experiences
by
your
customers.
• Technological
opportunism
-­‐
Not
about
building
it
because
you
can.
Fit
the
need.
• Social
media
internships
-­‐
Thoughtful
digital
staff
resourcing
approach.

5. Drivers of
digital maturity.
Engine Digital
•
•
•
Leadership traits
Organizational intent
Business insight & focus

6. Digital
leadership traits.
Intensity of commitment
Strong communicator
Digital DNA
Engine Digital
•
•
•
•
Intensity
of
commitment
-­‐
different
approach
OK.
Believe
in
the
value
of
digital.
Not
always
from
top.
•
Strong
communicator-­‐
have
inBluence
across
all
levels
of
the
organization.
•
Digital
DNA-­‐
understand
digital
well
enough
to
educate
or
inspire.

7. Organizational
Intent.
Collective behavior
Documented strategy
Balanced funding
Engine Digital
•
•
•
•
Collective
behaviour
-­‐
involved
IT,
legal,
marketing,
operations,
Binance
and
HR.
•
•
Documented
strategy
-­‐
plan
ahead.
Documentation
to
drive
buy-­‐in.
Balanced
funding
-­‐
capital
expenditure
dollars,
marketing
budget
allocation
etc.

8. Business
insight & focus.
Market/big data collection
Web/mobile/social analytics
Customer feedback
Engine Digital
•
•
•
•
Market/big
data
collection
-­‐
audit
everything.
But
choose
relevant
information.
•
Web/mobile/social
analytics
-­‐
look
back
far
enough
to
uncover
patterns.
•
Customer
feedback
-­‐
don’t
forget
the
human
element.

9. Typical barriers
for digital maturity
•
•
•
•
•
Organizational culture
Expense vs. investment
Resource prioritization
Short-term vs. long view
ROI clarity
• Organizational
culture
-­‐
Bind
your
digital
allies.
• Expense
vs.
investment
-­‐
business
tool;
earn
revenue,
manage
costs.
• Resource
prioritization
-­‐
short,
medium,
long
term
needs
approach.
• Short-­‐term
vs.
long
view
–
consider
immediate
return
versus
future
gains.
• ROI
clarity
-­‐
deBine
the
potential
outcomes
(KPIs
and
KBIs);
business
case
development.

10. Digital maturity
payoff
•
•
26% more profitable
12% higher market
valuation
•
9% more revenue
generation
Source: MIT Center for Digital Business

11. Digital
Maturity
Model - Web Client
Digital Business
Transformation
The aim is to obtain a clear
understanding of your organization,
and identify where and how digital
can be transformational in your
business.

12. Engine Digital
•
•
Website
-­‐
not
integrated
with
internal
systems.
Success
-­‐
simply
measured
by
trafBic
count.

13. Engine Digital
•
Website
-­‐
integrated
with
internal
systems;
starting
to
capture
user
data.
•
Success
-­‐
lead
generation/qualiBication.

14. Engine Digital
•
•
Website
-­‐
cross
platform
experience;
user
journey
engagement.
Success
-­‐
leads
converted
into
Birst
time
purchasers.

15. Engine Digital
•
•
Website
-­‐
fully
integrated
internal
systems
across
departments.
Success
-­‐
customer
retention;
repeat
purchase.

16. Engine Digital
•
Website
-­‐
becomes
an
engagement
platform;
provides
high
level
of
value.
•
Success
-­‐
lifetime
value
customer.

17. Sectors of
digital maturity.
•
•
•
•
•
Banking organizations
Insurance companies
Travel/hospitality groups
One
thing
in
common;
customer
driven
change.
Commodity
offering
differentiated
by
digital.

18. Engine Digital
Nike digital maturation.
Advertising
Custom web
Mobile ecosystem
Product innovation

19. Digital
Maturity Model Digital Agency
Agency Evolution
Redefining the value we bring to our
client partners, and structuring the
agency service mix to best fulfil
their emerging needs.

20. Digital maturity
agency model
Redefining value
Restructuring the service mix
Focused on emerging needs
Engine Digital
•
•
•
• Rede+ining
value
-­‐
change
the
nature
of
conversations.
Right
people
to
have
conversations
with.
• Restructuring
the
service
mix
-­‐
blend
digital
“natives”
with
business
experience
leads.
• Focused
on
emerging
needs
-­‐
continue
to
act
on
behalf
of
the
consumer;
they’re
the
ones
changing
the
landscape.

21. Can you design and
build our website?
Respond With:
Engine Digital
Scope & Budget
Vendor partner
Level
1
Engagement
-­‐
Spectrum
of
engagement
and
reliance.
-­‐
Faced
with
pre-­‐determined
role
and
outputs.
Strategy partner

22. Can you define what
our website should be?
Respond With:
Engine Digital
Content Strategy & Approach
Vendor partner
Level
2
Engagement
-­‐
Deepen
the
conversation
with
your
client.
-­‐
Expand
contact
base
to
other
departments.
-­‐
Seek
out
the
problem/opportunity.
Strategy partner

23. Strategy partner
Engine Digital
Can you help define
our online strategy?
Respond With:
User-Centered Strategic Plan
Vendor partner
Level
3
Engagement
-­‐
Look
across
all
web/mobile/social
touchpoints.
-­‐
Answer
business
goals
across
operations,
HR,
marketing
etc.
-­‐
Keep
the
user
in
the
center.

24. Strategy partner
Engine Digital
What other digital
experiences should we
consider?
Respond With:
Digital Roadmap Strategy
Vendor partner
Level
4
Engagement
-­‐
Focus
on
broad
business
issues,
now
and
in
future.
-­‐
Product
or
service
roadmap
combined
with
user
journey
model.
-­‐
OfBline
integration
opportunities?

25. Strategy partner
Engine Digital
Can you identify new
business opportunities
in the digital landscape?
Respond With:
Digital Business
Transformation Strategy
Vendor partner
Level
5
Engagement
-­‐
Deep
dive
into
the
organization’s
future
business
model.
-­‐
Digital
across
all
departments,
and
lots
of
C-­‐level
conversations.
-­‐
Revenue
growth,
proBitability,
operational
efBiciencies.

26. Engine Digital

27. •
What type of working
relationship do you
Final thoughts.
have.
•
Are the right questions
being asked (early, and
often).
•
Who are the decision
makers and advocates.

28. Thank you.
Dean Elissat
VP Client Engagement
@delissat