That's why in today's post, we will outline an overview of the different technical levels of digital maturity found in Brazilian brands.
Check and locate yours in this panorama, as well as pay attention to valuable insights to evaluate the set of techniques necessary to develop the maturity of your brand!
Level 1: You are on the web in some way
That's right...the first level of digital transformation required to achieve maturity in your infrastructure is to be present on the internet. This step may sound silly to many of our readers, but unfortunately it is still something that is in line with the Brazilian reality.
Data from ABRANET (Brazilian Internet Association) shows that only 30% of Brazilian companies use the internet to increase their competitiveness . Well, if you are on the internet, the first step towards maturity has been taken. Look for the next ones!
Level 2: You have a mobile site
If the first evaluation criterion serves as a cornerstone in making the technical decisions necessary to achieve digital maturity, the second one separates the beginners from the beginners. It involves having a mobile-responsive website, that is, the ability to offer excellent performance to users who access your website via mobile devices .
In the words of Sérgio Larentis, VP Marketing Engineering at Math Marketing : “Why do we define something so basic as ‘level 1’? Well, any brand evaluated will be at least at this first level. However, most of them have not yet reached level 2.”
The numbers speak for themselves about the relevance of mobile in the Brazilian market. According to a survey by IBGE , in 2016, cell phones with internet access were used in 60.3% of Brazilian households; in 2017, this number increased to 69%. This represents a gross increase of 6.3 million.
Now imagine how much this impacts your market and, worse, how companies that have not even reached the first level of digital maturity are harmed by their own positioning. In other words: a mobile website is much more than just a question of SEO (which would already be very important); it is also a positioning for the future!
Level 3: Your website is performing well
The importance of this technical step is evident both in terms of sales performance and SEO, as phone number list philippines websites with good UX are rewarded both by Google and by the consumer themselves.
It is logical that consumers will prefer a website with easy navigation to one with several bugs and unintuitive interaction. In other words, sometimes, not thinking about UX can lead consumers straight to your competitors .
“ Every second that passes is a lot of traffic you lose. It’s important to make sure your website is constantly fast. There’s no point in having a great website when it receives a thousand hits, but a very slow one when it receives 1,500 ,” explains Sérgio.
So, always look for ways to test your website in terms of speed ( Pagespeed can help you). This step ensures that the user experience on your platform is satisfactory and, also, the search engines will be in your favor, increasing your authority and reaching another level of digital maturity.
After all the steps mentioned above, what comes next? More and more steps. There are numerous requirements considered “best practices” for your website to be optimized for the user and for search engines (mostly Google) .
Good practice rules can vary in level and degree of complexity. For example, it is essential that the images used are compressed, after all, very large images can make the page loading process “heavy”. At the same time, JavaScript must be well configured so that operations work in the user's browser. At the same time, it is important to provide the user with the necessary security while browsing.
The fact that it involves so many simultaneous activities is precisely what makes this stage so challenging. It is difficult to maintain efforts across all the factors involved, which is why, by meeting this requirement, your brand shows that it is ahead of its competitors in the search for digital maturity.
“ Your content may be great, but Google won’t prioritize your brand in a search if your website doesn’t follow best practices ,” explains Marcel Ghiraldini, VP Growth & Strategy at Math.
Level 5: Your brand performs a complete data analysis
As we have been saying here, collecting data is not enough; you need to know how to mine it . From the large volume of data from different sources collected daily, we can receive valuable information for making decisions focused on results. Gaining a valuable advantage over our competitors with predictive positioning.
As Sérgio Larentis explains, by achieving an advanced level of maturity in data collection and analysis, carrying out complete monitoring of infrastructure data – such as network consumption and memory consumption – and cross-referencing this with performance data and business conversion and execution data, your brand has access to valuable information that allows decision-making and the development of new strategies.
For example, by having a chronological view of data from different sources, you can capture the reasons for anomalies that are harming your sales level (a problem in the network, for example), associating it with all the activities carried out during the period.
This ability to make decisions through analytics is today the final stage of a transformation process aimed at achieving digital maturity. Whoever makes the effort to reach this level as soon as possible will certainly be a leader in the near future!