What are digital maturity models

are the evaluation tools that give companies the possibility, regardless of the sector they belong to, to identify the biggest weaknesses that reduce the turnover of the business.

There are several, digital maturity models, offered on the market by the most important and influential research and consulting agencies in the world. Based on this tool, digital maturity would be defined through 3 key components: The basic module: applies to all companies, concerns the aspects common to all digital functions, for example how success is measured and monitored in the digital environment. Then there is the model that refers to digital support for sales and service interactions.

Finally, there is the model that offers digitalization on the brand strategy, on how campaigns are planned, how we leverage customer ideas/proposals. Each of these components has 4 dimensions or culture; business organization; Technology; metrics.


But what are the levels on which the concept of the digital maturity model is based? Let’s start with the repair: companies that are at this stage have probably just started to undertake some digital marketing activities, or have just started selling simply online. The company must therefore focus on the basics (development of a precise digital strategy)

Then there is Elevation: companies in this phase are growing and have various touchpoints at their disposal with which to interact with their interlocutors, primarily the social channels. The primary commitment of the company should be to communicate the digital strategy to all its components and establish a precise system of metrics to evaluate the correct application.

And then again the optimization: when digital interactions reach a critical mass, digital managers in the company need digital experiences, processes, and technologies to augment traditional touchpoints. It is at this stage that the boundaries between physical and digital experiences should be blurred. However, a thorough understanding of customer behavior is required; finally, there is differentiation: having reached the top step, all that remains is to develop new digital experiences, discovering new profitable digital channels thanks to collaborations between employees, suppliers, and customers.

Where is your reality located? What you need to choose which level you belong to is an analysis of your business and company reality. Only by establishing what your real need is within this discourse, you will be able to understand at what level to trust and how to simplify your business through a digital maturity model.