The present article deliberates the present state of Brazil’s advertiser’s digital maturity through a descriptive exploratory qualitative study on three cases of brazilian companies having as a basis the Digital Maturity Model developed by the Boston Consulting Group in 2018. The interviews were shaped with the goal of understanding the conditioning factors, facilitators and obstacles faced by brazilian companies on achieving higher stages of maturity. The biggest conditioning facts observer were company’s: operating sector, public, sales cycle, business model and seniority. As facilitators, an organizational structure that reflects structures and prioritized marketing processes; having the consumer journey mapped from the perspective of both the customer and the sales team; and the constant update on Digital Marketing news and best practices by the company and its professionals. The biggest obstacles observed were the lack of technology to fully integrate online and offline audiences; the fact that digital channels are not yet mass channels; the low qualification of marketers due to market dynamics; and, finally, the lack of high management's understanding of digital metrics and therefore pressure for results that do not reflect the actual impact of campaigns on the business.
Rodrigues Premero, Giovanna and Mantovani, Daielly
"Advertiser’s Digital Maturity: a Multi-Case Study in Brazilian Companies,"
RELCASI: Vol. 12
Available at: https://aisel.aisnet.org/relcasi/vol12/iss1/1