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5 Stages To Digital Marketing Maturity Model

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Nowadays, everything can be done online from shopping to tuition. One can find anything and everything online.

According to recent statistics, 67 percent of the buyers perform online activities.

Therefore, it is important for brands to develop digital marketing strategies at high rates. With the growing competition today, every organization is trying its best to stand out of the rest. To be successful, it has become necessary to amalgamate search, social and content into their digital marketing strategies.

Maturity Models are now adopted by every organization in order to give stiff competition in the marketplace. The Maturity model is used as a business tool in order to assess the companies’ processes or an organization itself. This model includes:

  • Universal
  • Project Management
  • Quality Management
  • Business Process Management
  • Strategies
  • Information Technology
  • Change Management
  • Learning
  • Human Resources
  • Testing
  • Analytics
  • Social Media
  • Marketing
  • Supply chain

The difference between start-ups and already established brands could be clearly seen with respect to their customer strategies and innovations. The organizations that are developing and increasing their customer-centric content strategies are way ahead in the competition. Since content marketing is bound to increase in the coming years, marketers today are creating a holistic perspective of digital marketing teams that combines search, social and content marketing strategies. With the amalgamation of this paid, owned and earned media policy, teams have to work cross-functionally.

Sources: www.marketingland.com
Sources: www.marketingland.com

Let us see the importance of using a mixed model based on three areas namely people, technology, and processes.

1. Structure that ensures digital marketing success

The world is focusing on their search, content and digital marketing strategies in order to improve the quality of their content, reduce cost and reduction of delivery time as the main goals. The organizations that are successful have one thing in common and that is providing their customers a seamless experience by building content in a way that attracts them. By providing this experience across all possible digital channels, the organization successfully engage their customers and tap on the potential ones.

It is important for any organization to develop a framework which helps them gain a successful competitive edge over others. Given below are 3 key points which should be focused upon while setting up a framework for the organization:

  • Search success: This is the key driver. It is the first step towards successful digital marketing campaigns.
  • Content: Without good quality content, no organization is going to survive. Customers would not come to you if you do not provide them high-quality content which matches what they are looking for.
  • Digital transformation: As the key outcome which should be focused upon in order to survive in the changing times.

It is important to have the above-mentioned points in measurable forms in order to keep a track of the business’s success and failures.

2. Emerging and foundational

The stages of emergence and foundation are one of the most difficult stages. Since the organization has just started and new to the competition, decisions made in this stage can either break it or make it for you. At this stage, brands are just starting to understand the search and develop their content marketing efforts.

The patterns of working are loose. For example, assets and content optimization can be random. Search taking place is majorly paid whereas the organic search is based on the algorithm updates. Talking about the social efforts, they are restricted to personal or individual accounts and business accounts being set by the foundational stage. At this stage, the team is not very big. In fact, the content is majorly written by a single person. There is a shift in the content from traditionally offline methods to online material.

This stage is very basic and elementary from both personal and technological point of view. At this stage, one cannot think of integration of search, content and social since there is no strong base established as of now. The departments are highly loose in structure and the technological use is limited at this stage.

3. Scaling

At this stage, the brands will start to have organic along with paid search strategies. Brands usually test their methods in order to know the marketing demands. Accordingly, they realign their methods to account for changes in the demands. When the brands are at scaling level, they are all set to use social portals for amplifying the search and content. They act on the demands of their customers. Hence, customers become the prime focus.

During the creation process, the content is optimized according to the needs and demands of the customers. With the help of measuring search and content performance, the companies are in better position to respond to the needs of the customers and modify, if required.

This stage also marks the beginning where employees and departments work together. The need for an overall and holistic outlook for a successful digital strategy is realized at this stage. Along with that, the construction of critical technology store starts to work at this stage. There is an integration of technology areas that the company will be leveraging upon to run the search, social and content marketing campaigns. With the help of these technologies, platforms help the brands to tap the critical information.  For example, the ability to track the level of competition and content optimization strengths and loopholes and start to automate basic processes.

4. Stage of high performance

At this stage, brands start evolving for better. They start to perform at a high level where they convert the search and content marketing success across their organizations. With the help of executive sponsors, they help transform digital marketing success. For instance, organic search becomes the main focus of all the online marketing efforts. Brands hire advanced marketers through which they can utilize the data to target demand and optimize their content accordingly. With this, they can measure their results and take a note of the loopholes.

Social plays an important role at this stage. It links the search and content strategies. It is then used with the customer services and PR of the company. The content that is produced is optimized and mapped to know if it is working according to the customer’s demands and needs. The distribution and measuring the performance is incorporated at this stage. Brands at this stage will perform less isolated activities which they used to perform at the earlier stages. The enterprise technology helps the organization to measure if its efforts are working and analyze where the adjustments are required.

Group activity starts to work and people from different departments understand why working together is important and hence, take into consideration each other’s objectives and help them achieve them.

5. Innovation

Companies at this stage are usually the leaders in the marketplace. They know their strengths and are at the forefront of digital strategy. These companies use the amalgamation of digital marketing strategies to head their customer service, sales, and strategies.

At this stage, the organizations know the ways in which they can use their web properties and channels in order to interact with their customers to provide them above par experience. With that, they can build meaningful and healthy relationships with their potential customers and influencers. The focus at this stage is to combine innovation and creativity with basic and concrete measurements in order to track the success. Organizations as well as employees are forward-looking since they understand their roles at all the levels and continuously search for ways in which they can get and stay ahead of others in the market.

There are 5 steps in which you can stay ahead of others
  1. Identify what is your current position on the maturity model.
  2. Determine the technology that will help you bring your organization at your desired level and continue to form ideas for developing technology bundles.
  3. Save and convert your highest-performing channels. Build executive relationships and find opportunities so that they can work together in order to break down the isolation.
  4. Establish goals that are concrete in nature in order to reach successive levels. For example, develop goals that are you would want to reach with each successive level.
  5. Transformation of digital organization is important.

Maturity models are utilized by each organization to transform the ways in which they operate. Different organization and individual will have a different curve to look up to. Share your views on how this article helped you by dropping comments below!

Sakshi is a content marketer during the day and a reader by night. She writes content sprinkled with a twisted imagination. She has done her graduation in psychology from Delhi University and has an insane love for history.
  • Digital-Marketing

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