Digital Marketing Maturity: What is Quebec?

In order to determine the maturity of digital marketing for Quebec companies, digital marketing agency Faribas conducted a major survey for the second year in a row. Produced under the auspices of Quebec digital marketingThis study is an initiative FaribasAnd the integrateddata marketing experts, in cooperation with the newspaper Business and support The attic news BesideQuebec Marketing Association. Target? Reassess the maturity level of companies in terms of digital interactions with their customers as well as the efforts they will devote to improving their practices in the coming years and measure progress over the past year.

Nearly 300 participants – working in organizations of all sizes and from a variety of industries – took part in the study. The latter covered six pillars of digital success: dataAnd the Knowledge clientAnd the strategyAnd the automationAnd the expertise client and the Weigh performance.

Like the previous study, the slowdown in commercial and industrial activities due to the COVID-19 pandemic has made the business community acutely aware of the insufficient digital capabilities available to them to deal with the new rules.

According to the survey, the average score obtained for the advancement level of current practices is 3.9 out of 10. Depending on the size of the company, this score varies by 15% plus or minus. The survey also made it possible to assess the degree of digital marketing maturity applicable within companies and what they intend to achieve in their digital practices in the coming months.

  • The current situation is relatively low despite the expected changes over the past year. Just over 4 in 10 respondents believe they are still in the early stage of digital marketing, while only 1% of respondents believe they are already at the most advanced stage; Thus, the majority of respondents (53%) consider their digital marketing practices to be average (a score between 4 and 6). In general, the average obtained is 3.9 out of 10which is a rather low score in a business context where the digital environment plays a strategic role.
  • Optimism drives digital marketing positioning. The situation should be very different in a year for Quebec companies according to the expectations made by respondents. Indeed, the number of participants in the most advanced stage will increase from 3 to 32 (an increase of 967%) while only 10% will remain in the first stage. Thus, at the end of next year, the vast majority of companies will position themselves on a level of good practice in digital marketing; Then the average score obtained increases to 5.7 out of 10.
  • Small businesses expect to catch up in a big way. After the massively large companies, they will be dealing with medium-sized companies by the end of next year according to the expectations of the participants. This shows the intensity of efforts they intend to devote over the next 12 months to improving their digital marketing practices.

Digital Marketing 1
The current global digital marketing situation

Digital Marketing 2
The overall outlook for digital marketing

The study shows that Quebec companies’ awareness of the desire to quickly implement more advanced practices that would allow them to maximize the effectiveness of their digital marketing did not, however, lead to the expected improvement in digital practices. The participants themselves judged their current position on this issue more harshly than last year at all levels, except for content and experience. According to the survey, the desire to progress is real, but the results are unfortunately awaited.

To consult in more detail the results of the survey at Maturity in digital marketing Quebec companies, download the white paper here.

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