MediaBeacon Blog

MediaBeacon Releases Digital Marketing Maturity Model White Paper

The five Digital Maturity Model phases

MediaBeacon just released the Digital Maturity Model for Marketing Processes white paper to help companies recognize what kind of progress they can achieve by digitizing their marketing processes. The white paper explains common traits in the marketing process for each level in the model so that companies can identify their position and establish a growth a plan.

Marketing teams experience increasingly more intense pressure to deliver more content with greater impact in a shorter amount of time. According to a recent omnichannel report, over 90% of brands in the study said that enabling omnichannel experiences was important. Yet, only 38% of respondents in the same study said they could deliver omnichannel experiences across physical and digital channels. Many marketing teams continue to operate in siloed departments with information that is scattered and inconsistent, preventing them from being able to keep up.

So, what does it take to improve processes and better enable omnichannel consistency and delivery? When companies can realize digital maturity in their marketing processes, they are more capable of creating marketing campaigns that can meet the demands of consumers when and where it matters.

Download The Marketing Maturity Model

What is the marketing maturity model?

The digital maturity model for marketing processes is a model that describes the different levels of digital maturity that a company passes through and how it fits into their marketing processes. The 5 levels are:

  • Reactive: Marketing projects are implemented in reaction to an event or promotion and are often carried out manually with the objective to get them launched as soon as possible.
  • Organized: Teams can plan campaigns with more flexibility since they have defined processes and understand timelines and resources.
  • Digitized: Projects are completed through hardware or software so they are faster and can be measured with simple analytics.
  • Connected: Software and hardware is connected across company functions and processes so simple tasks can be automated and monitored.
  • Intelligent: The digital ecosystem extends into the consumer journey to deliver customized experiences for current and potential customers.

Within each level, there are six specific values that change within an organization as they achieve these levels of maturity.

  1. Executive Mentality: How executives in the company view and act on marketing processes.
  2. Visibility & Connectivity: How individuals at all levels in the organization can collaborate and view projects based on the tools that are available to them.
  3. Risk Management: How the company can identify and manage risk.
  4. Quality Standards: How the company can manage quality standards, compliance, and audits across the company.
  5. Cost Position: How cost is impacted by the level of digitization.
  6. Responsiveness: How quickly a company is able to make changes to customize the customer experience based on consumer demand and insights.

The white paper goes into more detail about how the marketing process looks and is affected by the positioning of a company within the maturity model.

Download The Marketing Maturity Model

Why is the marketing maturity model important?

When marketing organizations and teams recognize and understand the big picture of digital maturity, they are more equipped to start identifying areas where they can improve their processes to realize more efficiencies and create greater impact with their marketing efforts. Marketing managers who strive to have a vision of the future of their marketing department should look at the model and understand where they are coming from, where they would like to go, and the right tools to help them get there.

The marketing maturity model provides a high-level understanding of the importance of a quality digital ecosystem for companies. When the marketing or technology manager can speak to not only the immediate benefits, but also the future benefits of technologies and how they will work together, it is easier to attain executive buy-in to get the right digital tools for your company.

How should the marketing maturity model be used?

Companies can use the digital marketing maturity model in several ways. After reading the white paper, you should have a better understanding of how to move forward with the steps below.

  • Determine your position on the model to understand your current strengths and weaknesses in marketing processes.
  • Determine the future position of where you would like to be on the model, how your strengths can help you get there, and areas that need to improve for leveling up.
  • Create a list of thoughtful questions and considerations to ask vendors as you shop for systems to create or update your digital ecosystem.
  • Achieve executive buy-in for significant technology investments by being able to identify your place on the model and the benefits that improvements to your marketing processes will bring.
  • Gain an overarching view of your digital ecosystem to be able to prioritize the implementation and configuration of systems in a way that provides the most value for your company.

As companies begin to adopt technologies that make up their digital ecosystem, they should understand how the systems will interact with each other to provide a connected, intelligent marketing process that delight consumers on every channel.

Download the white paper to learn more!

Download The Marketing Maturity Model