Digital Marketing Strategy

Recognize the organization who can find value in marketing by providing evidence of maximized customer satisfaction and life-time revenue by acquiring and analyzing digital footprints of customers inside and outside the organization.

Omni Channel Experience

Creating anytime anywhere digital interactions between the customer and organizations implementation of systems and process that embraces and enhances holistic customer experience.

Digitalized Customer Experience

In a world where customers expect to engage with the organization 24/7 from all available channels, offering an Omni channel experience to customers is key as a part of the DT strategy of an organization.

Vision, Strategic Objectives & Responsibilities

A clearly articulated vision, goals and opportunities to create personalised offerings & interactions and data driven decision making. Digital Marketing leaders are given responsibility and resources in establishing key metrics, select relevant technologies, create single customer view and design execution process.

Agile team to build fail-fast culture.
Organization looks for opportunities in them (ie. Automated bidding strategies, lookalike audience)

Utilize data across channel with demonstrated link to ROI or sales proxies.

Use of own data. The efforts are siloed, and there is no overall strategy in driving digital marketing transformation.

Customer Data Capture

Brand has invested on collecting both explicit and implicit customer data. Have identified necessary segmentation data points and other behavioural indicators. Integrated customer data from disparate channels for profile unification. Compiling for security requirements sch as GDPR- regulatory - Taking more proactive role in data privacy, providing clear messaging n controls for use of customer data.

Actionable measurement and concise attribution. Strategic partnership with external specialist agencies and internal specialization

Segmentation of audiences. Standalone profile management solutions. Complies to security requirements and regulatory.

Connected first party data and web data to an operational process that can consolidate its data together in a more efficient manner.

Marketing Technology

Formalized Marketing Technology Roadmap. Martech stack supports the customers, marketing team, partners and overall business objectives such as growth or improved efficiency. Investments are made on customer data platforms, mobile
marketing platforms and digital commerce. Skilled martech teams and continued upskilling.

Agile Marketing Technology Roadmap planned for
a smaller number of deployments.

Ad-hoc Marketing Technology deployments.

Enterprise is actively automating internal processes, such as selling, marketing, support or finance, using CRM, and other base platforms.

Channel & Campaign Management

Digital marketing initiatives are directed at channel specific investments and initiatives and support an effective cross-channel and digital marketing strategy. Digital marketing/advertising messages are mapped to audience channel preferences. Conduct tests to evaluate the comparative effectiveness of messages in specific channels

Linking identifiers and should be able to construct an identity graph
Setup the consolidated view of customers and their activities using different data sets within the organization and outside data from another source

Target the audience and coordination of contents across marketing campaigns and channels

Creation and optimization of website, email campaign, call center, social media, advertising and other customer prospect facing experiences

Use of Emerging Technologies for personalization

Digital Marketing leaders are using AI/ML across the marketing function on a variety of applications including delivering real-time, personalized experiences to customers and the ROI of such efforts is abundantly clear

Using AI/ML on a limited basis for a few of specific applications, ROI of such efforts are n

Piloting the use of AI/ML

Not currently use AI/ML but plan to within the next 6-12 months

Cross functional Collaboration

Has built synergistic relationships across the organization to better communicate digital marketing vision to stand head and shoulders above the competition

Tracking user actions
Matching user behavioral data to known user data.
Establishing audience rules to deliver the most appropriate communications.

Overcoming internal roadblocks to cross functional collaboration
Automated lead generation.
Nurturing, and sales revenue goals by follow-ups and touchpoints for active prospects.

Ability to remove the manual labor associated with generating and sending batches on a routine basis, ensuring data freshness

Digital Performance Benchmarks

Digital marketing performance measured against competitors and out-of-category peers. Dimensions of benchmarking covered on site, digital marketing channels, social media and path to purchase.

Analyze social sentiments and visualize brand association
Social sentiment, visualize brand association, and reveal how followers are talking about brand or hashtags

Provides consumer journey analysis of marketing campaign, modeling, and visualization.

Rationalize all touchpoints individual has with a brand, along with known data

GOLD

SILVER

BRONZE

MERIT