Complexity and Cost the Biggest Barriers to Digital Marketing Transformation, New Study Reveals

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‘Digital Marketing Transformation Survey: Executive Report’, a new study from Stein IAS, has revealed that while 81% of B2B companies believe that digital marketing transformation is important, over three quarters believe it is a highly complex and costly (41%) process. To help B2B companies, Stein IAS has launched The Post Modernizer, an app to simplify and fast track the development of advanced, martech driven transformation roadmaps.

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Conducted across major B2B sectors, the ‘Digital Marketing Transformation Survey: Executive Report’ is the first large-scale quantitative study (450 mid to large-sized companies, globally) to understand how marketers and global organizations approach digital marketing transformation. The report also details the agency’s Digital Marketing Transformation Framework (DMTF). The DMTF is a structured strategic process, which alongside Stein IAS, enables brands to prioritize and align the many elements of digital transformation with overall business strategies, and develop a high-level digital marketing three-year roadmap and related action plans.

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While The Post Modernizer app enables brands to measure their own marketing maturity to assess performance gaps and provides access to a five-stage strategic planning framework. Additionally, the app has a library of over 100 strategic use cases to help brands realize their transformation vision and develop effective roadmaps.

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Marc Keating, Chief Innovation Officer at Stein IAS, says: “It’s no surprise that although there is an intense interest in digital marketing transformation, the majority of organizations are yet to develop and implement a strategy. Digital marketing transformation is a journey and one that can only be realized with benchmarking and an actionable road-mapping and strategic planning framework. Our B2B Digital Marketing Transformation initiative has been launched to provide brands and marketers alike with exactly that.”

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