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Digital marketing maturity assessment tool

Author's avatar By Dave Chaffey 26 Feb, 2018
Essential Essential topic

[Editor's note: We now have more recent guidance for frameworks for digital maturity evaluation]

Chart of the Day: BCG's pathway to digital marketing maturity model

You probably know of Boston Consulting Group for their classic market prioritization matrix which we feature in our essential marketing models guide.

Well, they still continue as a consulting group and naturally work on digital transformation projects for which they share strategies via their blog. The latest, which I thought sharing is a simple assessment of digital marketing maturity based on organizational structure.

Most suited for larger organizations it shows the typical pattern from an ad hoc approach to digital marketing across a business characterised by innovation, but also inefficiency and wastage due to overlap or inexperience. To control digital marketing activities a centralized approach is then recommended, but as I have seen in many cases this then results in digital marketing silos with poor integration between digital marketing, marketing, corporate communications, product and brand marketing. Once this realization occurs then decentralization occurs to assist integration of digital marketing for the business. This is where many more mature digital organizations are today - they have created a CoE, either a digital marketing CoE or perhaps more appropriate a Marketing Centre of Excellence to manage central

The article then goes on to describe a series of pre-requisites for organizational design which are a useful checklist for a digital marketing CoE. Our guide to creating a Coe

  • Customer-Centric. They focus all aspects of the business on customer needs and wishes.
  • Agile. They adhere to short response and implementation times in both decision making and resource allocation.
  • Experimental. Digital organizations’ business models foster experimentation; they are built to try, fail quickly, and improve. When something works, they scale up fast.
  • Lean, Simple, and Standard. They aspire to have standardized structures, units, and processes as well as clear roles and responsibilities. Simplicity is a central consideration in decision making.
  • Focused on Operational Excellence. Digital organizations champion efficiency, lean techniques, competitive cost structures, and continuous improvement. They maintain a high degree of organizational discipline.
  • Empowered and Accountable. They empower managers to take action; they monitor performance and hold managers accountable; and they focus on a small number of simple and clear KPIs.
  • Cross-Functional. Their teams purposefully combine all relevant types of expertise, both digital and business-specific. Digital organizations avoid functional silos so that ideas, expertise, and data can be easily shared and acted on.

Our members guide to best practices for creating a Digital Marketing CoE explains how to review which digital marketing activities should be reviewed centrally and which locally.

Members may also be interested in our digital marketing maturity visuals which help you score your current approach to digital marketing across our RACE planning framework.

Digital Marketing Excellence Benchmark Template

Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ digital marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our free sample templates here. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. Please connect on LinkedIn to receive updates or ask me a question.

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