Digital Marketing Maturity Model

1. Digital Marketing Maturity Model Digital Marketing Stage 1: Undefined Stage 2: Progressive Stage 3: Mature Stage 4: World-Class Orientation No defined strategy or process for Digital Marketing or digital properties Defined strategy and processes exist for Digital Marketing in pockets in the organization Defined, integrated strategy and processes exist for Digital Marketing across an Enterprise Defined, integrated strategy for Digital Marketing exists across an Enterprise; Campaigns are tracked and measured by effectiveness of engagement and conversion Leadership Does not see difference between Digital and Traditional Marketing Views digital as new marketing channel; Allocates budget & staff resources Recognizes that Digital Marketing is omni-channel and the key component in audience engagement to drive preference & loyalty; Long term commitment; Willing participant; Resources for growth Views Digital Marketing as key component in customer engagement strategy and primary focus for marketing team; Organization aligned and measured around Digital Marketing’s contribution to revenue Tools & Platforms Ad hoc development; Point tools for Email, Content and Social Media Marketing; No mobile or video apps Platforms that perform specific functions with coordinated tools, applications and workflows Platforms connected to each other i.e. Web Content Management to Content Marketing to Social Listening API integration to Enterprise CRM and MA systems Utilizes comprehensive, end-to-end system integration of all Digital Marketing related platforms with tight integration to Enterprise CRM, MA and other legacy ERP systems Demand Generation Relies on website landing pages with limited content targeting; Company profile on Social Media networking sites; Social posting is sporadic and ad hoc; Lack of audience awareness; One-way dialog Offers rich media content, Social Networks, blogs, Wikis (Web 2.0); Growing subscriber lists for Email; Social customer & audience awareness; Mostly one-way dialog Convergence of content, social, mobile and video experiences to create full digital experiences for conversion and sales opportunities; True social dialog; Recognition of preferred audience. Personalized & localized content delivered to personal devices in real- time through custom content and apps; Native mobile optimized; Proactive social listening with reliable feedback; Fully aligned with sales for enablement Digital Experience No focus on creating digital experience Little awareness; Digital experience, occurs as an afterthought, not the driving force behind a Digital Marketing initiative; Sophistication of digital experience created is low with minimal brand impact Creation of digital experience is a priority for marketing teams and based on detailed journey mapping; Sophisticated digital experience aligned to buyer engagement experiences and measured on revenue impact Alignment and delivery of digital experiences based on persona expectations; Defined cross-functionally to ensure touchpoint consistency; Sophistication of digital experience created is very advanced and drives behavior Budget & Staff Allocated budget for Digital Marketing is less than 15%; Staff is contracted or coordinator role Budget allocated; Defined roles and responsibilities; Resources up to 45% of total marketing budget Budget with business case to justify spend; Dedicated marketing roles for Digital Marketing; Resources up to 60% of marketing budget Budget connected to marketing goals; Organization aligned for maximum impact of Digital Marketing; Resources of 60 to 85% or more of marketing budget Metrics No formal measurements in place Analytics to monitor and track app performance like QR codes, SMS, web traffic by device and mobile ads Dashboard monitors app performance, device usage & location and user engagement by content asset Enterprise-wide dashboard with visual representation of user acquisition and engagement by behavior, experience, brand reach, etc. Digital Marketing Maturity Model