1 July 2016

Have companies fully entered the digital age?


Companies are aware of the importance of digital marketing in its strategy, and mostly use online marketing techniques. But they have fully entered the era digital?

The data collected by Smart Insights indicate that 46% of companies still do not have a defined digital marketing strategy. 16% does have a separate document from other marketing activities, which includes its online planning, but only 38% of them have developed a fully integrated marketing strategy.

This statement reinforces the findings of the recent study by PwC on the digital transformation of enterprises, according to which 74% of the IT responsible recognizes their problems quickly adapt technological innovations in order to improve the competitiveness of the company. In addition, 72% have trouble understanding the large amounts of data that constantly records about their customers, products, and business, and to act accordingly.

Have companies fully entered the digital ageMeanwhile, about half of the companies said that priorities related to adaptation to the new technological age, improving their ability to apply the information extracted from Big Data, advancing this knowledge and customer experience, and adapting to the frenetic pace the market demands.

What are the technological priorities of companies?

In the era of Big Data, companies are primarily concerned with the collection and management of data (61%), as well as test and optimize (60%), in order to show its flexibility and adaptability to changes imposed the sector (59%). More than half of companies are committed to the attribution of information, as well as optimizing internal management (30%), basic to advance and keep pace marked by the technological revolution premises.

In principle, only 18% of companies have managed to unify their marketing, both online and traditional, while 38% are actively working on it, and another 24% have limited integration.

What barriers determine the full integration of marketing?

The difficulties in unraveling the mysteries of Big Data and effectively implement its findings greatly slow the digital revolution. The situation is complicated without the resources are not sufficient or not available staff with the necessary skills to carry out this important task.

To achieve full digital integration, not enough to be aware of their need, but you need to be seriously committed to this goal, and set it globally throughout the organization, with the support of specialized personnel, and the right tools.