Our Digital Marketing Maturity Model was designed to help organizations with a roadmap for improving their Digital Marketing capabilities. The model provides 4 stages of organizational maturity, which are: - Undefined - Progressive - Mature - World-Class Additionally, it evaluates 7 components of Digital Marketing, as follows: - Orientation - Leadership - Tools & Platforms - Demand Generation - Digital Experience - Budget & Staff - Metrics To obtain this document, visit us at http://www.demandmetric.com/register

1. 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