The document outlines a digital marketing maturity model with four stages: undefined, progressive, mature, and world-class. It highlights the evolution from having no defined strategy and minimal budget for digital marketing to establishing integrated systems, dedicated resources, and a focus on customer engagement through sophisticated digital experiences. As organizations progress, they move towards employing comprehensive strategies that prioritize digital marketing as an essential component of overall revenue generation and audience engagement.

1. Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
Tools &
Platforms
No defined strategy or process for
Digital Marketing or digital properties
Ad hoc development; Point tools
for Email, Content and Social Media
Marketing; No mobile or video apps
Platforms that perform specific func-
tions with coordinated tools, applica-
tions 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
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 audi-
ence engagement to drive preference &
loyalty; Long term commitment; Willing
participant; Resources for growth
Views Digital Marketing as key
component in customer engage-
ment strategy and primary focus
for marketing team; Organization
aligned and measured around
Digital Marketing’s contribution to
revenue
Digital
Marketing
DIGITAL MARKETING
Maturity Model

2. Digital
Experience
Budget &
Staff
Metrics
No focus on creating digital
experience
Allocated budget for Digital Marketing
is less than 15%; Staff is contracted or
coordinator role
No formal measurements in place
Budget allocated; Defined roles and
responsibilities; Resources up to
45% of total marketing budget
Analytics to monitor and track app
performance like QR codes, SMS, web
traffic by device and mobile ads
Budget with business case to justify
spend; Dedicated marketing roles for
Digital Marketing; Resources up to 60%
of marketing budget
Dashboard monitors app performance,
device usage & location and user
engagement by content asset
Budget connected to marketing goals;
Organization aligned for maximum
impact of Digital Marketing; Resources
of 60 to 85% or more of marketing
budget
Enterprise-wide dashboard with visual
representation of user acquisition and
engagement by behavior, experience,
brand reach, etc.
Little awareness; Digital experi-
ence, 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 expec-
tations; Defined cross-functionally to
ensure touchpoint consistency; Sophis-
tication of digital experience created is
very advanced and drives behavior
STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class
Digital
Marketing
DIGITAL MARKETING
Maturity Model
Demand
Generation
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
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 aware-
ness; 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; Recogni-
tion of preferred audience.