The transformation to an experience business implies a high level of digital maturity. Yet what that phrase actually means and how to get there still have many bending over backward to understand.
“Digitally mature organisations understand that digital transformation efforts aren’t just about technology,” said Kevin Lindsay, director of product marketing at Adobe. “Technology is critical, but it’s not everything. What we’ve seen over and over in terms of companies that haven’t reached maturity yet is they often have an over-reliance on technology. They think it will solve everything.”
What else is needed? The defining characteristics of a digitally mature organisation, Lindsay said, also include the right structure, people and processes. Fortunately, organisations appear to understand that, with 38% of respondents to a new Adobe study already investing in these areas and 71% planning to.
Adobe’s 2017 Digital Marketing Study surveyed 1,165 digital leaders at enterprises in the United States, Canada, the United Kingdom, France and Germany. Results show that enterprises have come far from just a year ago, with 24% of respondents reporting that their organisations have an advanced level of digital maturity. That’s up 118% year-over-year.