Abstract

Several factors contribute to an organization's digital maturity, including the team’s hands-on experience, the sophistication of the channels used for brand promotion across different countries, the scalability and reusability of content, the level of automation in place, and the volume of customer data generated in each market.
We explore the various levels of digital maturity and the key factors or 'pain points' associated with each stage.

• Within the brand strategy framework, we discuss the current industry landscape, focusing on planning approaches and the new skills required to create compelling messaging and seamless customer journeys.

• We analyze planning processes, emphasizing the connections between discovery and integration, red-thread planning, prioritization, and the development of behavioral objectives that facilitate closed-loop marketing.

• In terms of content personalization, we address the limitations of traditional segmentation methods and the necessity of understanding customers in the context of different scenarios—scenarios that are crucial for both brand growth and enhancing the customer experience.

• We highlight the importance of adopting a design-thinking mindset to empathize with customers and uncover their needs using the data and insights available.

• We examine the essential components of technical infrastructure, including CRM and channel integration, as well as leveraging third-party channels to drive traffic and obtain e-consent.

• Lastly, we discuss the various reasons behind the lack of buy-in from sales and marketing teams and what changes are needed to address these challenges.

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