DIGITAL MARKETING

Maturity Model

STAGE 4 - World-Class
STAGE 3 - Mature
STAGE 2 - Progressive
Digital STAGE 1 - Undefined
Marketing
Defined, integrated strategy for Digital
Marketing exists across an Enterprise;
Defined, integrated strategy and
Defined strategy and processes exist Campaigns are tracked and measured
processes exist for Digital Marketing
for Digital Marketing in pockets in the by effectiveness of engagement and
No defined strategy or process for across an Enterprise
Orientation organization conversion
Digital Marketing or digital properties

Views Digital Marketing as

Recognizes that Digital Marketing is omni- key component in customer-
Views digital as new marketing channel and the key component in audi- engagement strategy and
Does not see difference between
Leadership Digital and Traditional Marketing
channel; Allocates budget & staff ence engagement to drive preference & primary focus for marketing
resources loyalty; Long term commitment; Willing team; Organization aligned
participant; Resources for growth and measured around Digital
Marketing’s contribution to revenue

Platforms connected to each other, i.e. Uses comprehensive, end-to-end

Ad hoc development; Point tools
Tools &
for Email, Content and Social Media
Platforms Marketing; No mobile or video apps
Platforms that perform specific Web Content Management to Content system integration of all Digital
functions with coordinated tools, Marketing to Social Listening API Marketing related platforms with tight
applications and workflows integration to Enterprise CRM and MA integration to Enterprise CRM, MA and
systems other legacy ERP systems
 DIGITAL MARKETING
Maturity Model
Digital
Marketing STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class

Relies on website landing pages with Personalized & localized content

Offers rich media content, Social Convergence of content, social, mobile
limited content targeting; Company delivered to personal devices in real-
Networks, blogs, Wikis (Web 2.0); and video experiences to create full
Demand profile on Social Media networking time through custom content and apps;
Growing subscriber lists for Email; digital experiences for conversion and
Generation sites; Social posting is sporadic and
Social customer & audience aware- sales opportunities; True social dialog;
Native mobile optimized; Proactive
ad hoc; Lack of audience awareness; social listening with reliable feedback;
ness; Mostly one-way dialog Recognition of preferred audience.
One-way dialog Fully aligned with sales for enablement

Little awareness; Digital experi-
ence, occurs as an afterthought, not
Digital No focus on creating digital the driving force behind a Digital
Experience experience 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 with business case to justify Budget connected to marketing goals;

Allocated budget for Digital Marketing Budget allocated; Defined roles and
Budget & spend; Dedicated marketing roles for Organization aligned for maximum
is less than 15%; Staff is contracted or responsibilities; Resources up to
Staff coordinator role 45% of total marketing budget
Digital Marketing; Resources up to 60% impact of Digital Marketing; Resources
of marketing budget 60-85% or more of marketing budget

Enterprise-wide dashboard with visual

Analytics to monitor and track app
Metrics No formal measurements in place performance such as QR codes, SMS,
web traffic by device and mobile ads
Dashboard monitors app performance,
representation of user acquisition and
device usage & location and user
engagement by behavior, experience,
engagement by content asset
brand reach, etc.

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