Beruflich Dokumente
Kultur Dokumente
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
Little awareness; Digital experi- Creation of digital experience is a priority Alignment and delivery of digital
ence, occurs as an afterthought, not for marketing teams and based on experiences based on persona
Digital No focus on creating digital the driving force behind a Digital detailed journey mapping; Sophisticated expectations; Defined cross-functionally
Experience experience Marketing initiative; Sophistication of digital experience aligned to buyer to ensure touchpoint consistency;
digital experience created is low with engagement experiences and measured Sophistication of digital experience created
minimal brand impact on revenue impact is very advanced and drives behavior