According to McKinsey, marketing is the most likely function to embrace digital transformation within the enterprise. In contrast, only 2% of supply chain members are digitizing. What is the current state of digital transformation in marketing?
A study from Technology for Marketing (TFM) and Smart Insights found that some marketers are beginning to adopt digital transformation programs to keep up with everchanging technologies and evolving consumer expectations. Roughly one-fifth (21%) of the marketers surveyed globally had already started a digital transformation program, and 9% already had one in place for two years. Meanwhile, onethird of respondents were planning to adopt a digital transformation program within the next year.
However, nearly four in 10 marketers in the survey said they had no plans to run such a program. Many may be hesitant because they haven’t clearly defined their digital marketing strategy and some are likely still figuring it out. For example, the TFM and Smart Insights found that only 6% of marketers considered their company’s digital marketing integration completely optimized.
Despite the evidence that digitization can drive productivity, competitive wins and be the differentiator in the era of data and A.I., marketing is still early in integrating and optimizing within the enterprise.
Source: eMarketer, Technology for Marketing, Smart Insights