To thrive in an increasingly technology-dominated world, marketing organizations need to adopt a unique set of traits that are helping the world’s top digital companies dominate the competition—traits we call their “Digital DNA.” These traits should be at the heart of everything an organization does.
Yet a recent study by Facebook and Deloitte found that most marketing organizations surveyed are still at the stage of “doing digital” rather than “being digital”—using digital technologies to make incremental improvements to the status quo, but not yet weaving digital into their DNA. This finding is consistent regardless of company size, industry or geography.
Through ongoing research and surveys over the last three years, Deloitte identified 23 DNA traits that characterize a digitally mature organization. To see how marketing organizations around the world are progressing on their journey, Facebook and Deloitte conducted this latest follow-up study, including a survey of 383 marketing executives and managers across a wide range of industries and geographies, along with in-depth interviews of top marketing executives.
The study revealed nine Digital DNA traits that are particularly important for marketing. In six of these areas, marketing organizations are generally still at the stage of “doing digital”—leveraging digital technologies to extend their capabilities, but still relying largely on traditional business, operating and talent models. In the other three areas, marketing organizations are further along the maturity curve and are actually “becoming digital” at their core, not just dabbling with it around the edges.
Source: Ad Age