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How digitally evolved is your company?

Digital MarDigital Marketing ting foror International Brands ternational Brands ©2016

Digital transformation in the last decadeOver the last 10 years the internet

has had a dramatic effect on

businesses and society. However,

not all businesses have adapted to

the online environment equally.

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Despite a decade of digital

transformation, true digital

competence is still the exception

among businesses. Yet, it is

increasingly becoming a

prerequisite for growth.

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Digital transformation in the last decade

Digital MarDigital Marketing ting foror International Brands ternational Brands

To compete today, your business

needs to be digitally proficient. To

help gauge the state of your

company’s digital evolution, we’ve

segmented companies into several

categories. Where are you?

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Digital transformation in the last decade

The eight stages of digital evolution

Digital Natives

Digital Proficient

Digital Resistant

Digital Indecisive

Digital Strivers

Digital Strugglers

Digital Deniers

Digital Naive

Growth Challenged Growth Favored

• Companies who are mostly unaware of digital and how

they can use it. • They are increasingly rare in

developed countries.

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Digital Naive

Digital Naive

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Digital Deniers

Digital Deniers• Companies who maintain

that digital is a fad that

doesn’t affect their business. • Today this group is mostly

populated by B-to-B firms. • According to Lloyd’s Bank, a

whopping 25% of UK

companies fall into this category.

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Digital Resistant

Digital Resistant

• Companies who understand that digital is here to stay.

Nonetheless, they remain resistant to change.

• They fail to implement digital

in any meaningful way. • Pharma, in general, have

been among the staunchest resisters.

• Companies that have accepted that they need

digital, but don’t understand

it and are not committed. • Consequently, they fail to

budget adequately. • They often have a digital

presence but it appears

abandoned and neglected.

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Digital Indecisive

Digital Indecisive

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Digital Strugglers

Digital Strugglers

• These companies have invested

in digital with websites, content and social presence but fail to

see a result. • It’s not always for lack of effort. • Mostly it’s because they jumped

into digital without a strategy.

Digital Strivers

Digital Strivers

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• These companies are in the digital learning curve.

• They are actually making steady

progress. Mostly because they have a song strategy in place.

• They often have the strongest digital presence by their

category’s standard.

Digital Proficient

Digital Proficient

• These companies are on the

cutting edge. • These are the companies Cap

Gemini says have 26% higher

profits thanks to digital. • Their digital skills are exemplary

by any category’s standard.

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• Companies, typically founded

after 2005, who embraced

digital from the start. • They don’t have to adapt for

digital, which gives them a competitive advantage.

• If you don’t have a digital

native in your category yet, you will. Prepare now.

Digital Natives

Digital Natives

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Digital natives are already disrupting well established

categories

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TRANSPORTATION: The world’s largest taxi company owns no

vehicles

MEDIA: The world’s most popular media owner

creates no content

RETAIL: The most valuable retailer has no

inventory

HOSPITALITY: The world’s largest accommodation

provider owns no real state

Invasion of the digital natives

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It’s only a matter of time before your category

is next

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Digital MarDigital Marketing ting foror International Brands ternational Brands ©2016

Prepare. Evolve. Prosper.

©2016Digital MarDigital Marketing ting foror International Brands ternational Brands

Digital Marketing for International Brands

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