Businesses at this stage of development either have minimal or no online presence. Often these are Start ups, older businesses that have never needed a digital presence, or firms that invested in getting online but found digital systems too complex to manage.
Businesses at this stage aren't utilising digital tools to their fullest potential. Therefore, they tend to be more vulnerable during an unprecedented crisis. If your business is at this stage, it is critical that you move beyond the basics. Explore new tools and devise a strategy to get people towards your business.
Businesses at this stage have set up a website and some basic online tools, but are left with a range of disparate digital systems. These are usually businesses with basic online presence that don't have enough support to continue, or businesses that have invested in digital transformation but are struggling for Return on Investment (ROI). Often businesses are really struggling at this stage and give up.
Getting ROI can be a challenge at this stage as having disparate systems often lead to spending more resources such as money or time. The key is to bridge the gap between all digital channels by having a streamlined processes and strategy that is in line with your business goals.
If you're at this stage of digital transformation, your business may already be getting returns from your digital efforts and you're looking to refine your current system. Businesses at this stage are starting to use technology to save time and money. This results in increased accuracy and sharing of data allows for real time business insights. Replicable tasks become automated which increases the quality of service to customers.
At this stage, the priority for your business is to refine your current technology to create seamless integrations between systems. Having smarter sales and marketing strategies is also important to ensure that you convert more leads to customers.
Businesses at this stage have sophisticated websites and tools with advanced integration and automation at their disposal. They have good control over tools that govern the bottom of their sales funnel and are more open to initiatives that will help them engage better with customers at the top of the funnel. Businesses at this stage have technology fully integrated which gives the business flexibility to scale. Complex content marketing and lead nurturing can be configured to build long-term sales funnels. Campaign metrics include lead values, ecommerce and customer lifetime values to allow for Return on Ad Spend measurement.
Businesses during this stage have a stable system that helps them scale and maintain profitability. Mastery level allows for the flexibility to run multiple marketing initiatives at any time with detailed measurement and consistency of service.