This document discusses an internet marketing maturity model with 5 levels: initial, repeatable, defined, managed, and optimized. It also discusses how internet marketing differs from traditional marketing in allowing two-way communication and new tools to build affinity, personality, community, co-creation, and advocacy. It recommends understanding new online tools and participation, engagement to build affinity, developing a distinctive personality, using community as a marketing tool, enabling co-creation, and working with advocates.

1. INTERNET MARKETING A Maturity Model

6. New Tools

10. Level 1 : Initial e-business unplanned e-business initiatives are ad hoc , unplanned and even chaotic . Few processes are defined , and success depends on individual effort essentially, the organization lacks the capability to meet commitments consistently © 2007 - Atos Consulting - Gijsbert van der Sleen – gijsbert.vandersleen@atosorigin.com

11. Level 2: Repeatable e-business aware basic e-business processes established necessary to repeat earlier successes the focus is on developing the capabilities of the organization, small central e-business group (usually part of marketing), e-business not yet part of planning process © 2007 - Atos Consulting - Gijsbert van der Sleen – gijsbert.vandersleen@atosorigin.com

12. Level 3: Defined © 2007 - Atos Consulting - Gijsbert van der Sleen – gijsbert.vandersleen@atosorigin.com e-business enabled central e-business strategy and planning process , towards a centralized model (IT and competences) best practices integrated into a common e-business process , deployed across the organization

13. Level 4: Managed © 2007 - Atos Consulting - Gijsbert van der Sleen – gijsbert.vandersleen@atosorigin.com e-business integrated enterprise orientation, e-business part of department plans and review cycle , p+l organized , departmental competence centers detailed performance measures of the e-business process and applications collected , quantitatively understood and controlled

14. Level 5: Optimized © 2007 - Atos Consulting - Gijsbert van der Sleen – gijsbert.vandersleen@atosorigin.com extended enterprise e-business focused on customers needs ( extended enterprise ), part of corporate strategy , towards decentralized e-business model continuous evaluation of e-business improvements enabled by quantitative feedback , piloting innovative ideas and technologies

15. Four Areas Contribute to Performance © 2007 - Atos Consulting - Gijsbert van der Sleen – gijsbert.vandersleen@atosorigin.com

16. © 2007 - Atos Consulting - Gijsbert van der Sleen – gijsbert.vandersleen@atosorigin.com

17. Recommendations New Tools: Understand them & Participate

20. Affinity The key takeaway from this chart: price does not play a major role in achieving customer loyalty. (Marketing Sherpa, July 2008) Vendors: In the most recent case, why did a customer leave? Customers: In the most recent case, why did you leave a vendor?