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Digital Marketing Maturity: The Path to Success

Although most companies have invested in digital marketing, top executives need a solid

understanding of how marketing works and how it can be essential in achieving business

objectives. If marketers are to achieve leadership buy-in, they should have better teams and

integrate modern technologies such as machine learning (ML) and artificial intelligence (AI) to

increase the performance of their marketing cycle. As a result, it is essential for advertisers

should create a competitive advantage by placing priority on having mature digital marketing.

Digital marketing maturity should entail having clear business objectives, empowering cross-

functional work, investing in machine learning and artificial intelligence, and marketers creating

lasting value for the business/company and shareholders.

A 2021 survey by Forrester Digital Marketing on more than 500 marketing influencers

and decision-makers in the U.S. revealed that the role of marketing has increased in the past and

that one in every four of those interviewed said that they had increased their digital spending by

about 10%. There are some ways in which companies that use to enhance their digital marketing.

One of them is improving communication to ensure senior managers understand how digital

marketing enhances performance and business outcomes. Another way is for marketers to create

marketing plans that align with specific business objectives. The other approach is integrating

technology such as machine learning and automation that will enable marketers to integrate
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advanced measuring metrics that can capture customer lifetime value and enhance their efforts to

obtain better results.

The information in this article is important to marketers as it can enable them to embrace

mature digital marketing, which has become essential due to the current high competition in the

market. The best aspect of the article is that stakeholders in the marketing sector can learn how to

enhance their understanding of how digital marketing works and how it helps them achieve

business objectives. In essence, achieving digital marketing maturity is essential in assisting

marketers to achieve a competitive advantage. The article highlights that companies that have

increased their marketing budgets for digital initiatives have experienced better outcomes in vital

business metrics of revenue, sales volume, and market share. In this sense, the article helps

marketers understand the importance of ensuring they succeed with digital marketing. The article

also highlights some organizational challenges faced in integrating digital marketing and

approaches marketers can use to overcome them. On the other hand, marketers have been urged

to have strong and unified voices, which help them demonstrate to business leaders why

embracing digital-first marketing strategies can help achieve overall business objectives. More

so, marketers have been urged to effectively organize their teams and embrace new technologies

such as ML and AI in their marketing strategies. As such, the information in this article is

essential in helping marketers learn the importance and ways of integrating digital marketing

maturity to support the achievement of organizational goals and objectives. The information will

help marketers integrate digital marketing to have a competitive advantage.

The information in this article relates to the course material, which focuses on ways companies

can use to improve their marketing strategies. The information highlights the need to embrace

technology in their marketing approaches.

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Works Cited

Google. “Sponsor’s Content | Digital Marketing Maturity: The Path to Success.” MIT Sloan

Management Review, 2021, sloanreview.mit.edu/sponsors-content/digital-marketing-

maturity-the-path-to-success/. Accessed 29 Nov. 2022.