Digital Maturity Assessment

Digital Marketing Maturity Mapping

For ten years Marketing Clinic has helped Nordic companies to improve their performance and capabilities in digital marketing. A successful digital organization has:

A Shared digital vision and direction that is lead from C-level
Strategic and tactical capabilities to run digital marketing
Integrated digital marketing into other business functions and development
Flexible organization to adapt agile test and learn culture
Tool and technologies to enable 360° marketing

Below are 30 questions and statements to help you assess the level of digital maturity of your business. The questions and statements are based on the Marketing Clinic’s experience and insight in digital marketing. Choose the option that best describes your business situation at this time. At the end of the survey, you will receive an assessment of your company's level of maturity based on your answers, as well as a few tips on what your company could do to improve moving forward.

Strategy and Ambition

Vision

Digital development priority

How would you describe the priority level of digital development in your organisation?

Digital development is based on daily needs of marketing. Digital channels play a significant role in brand building and customer acquisition.A personalised digital experience and data-driven marketing are key drivers of growth.Digitalization and digital channels are at the core of our future focus areas to drive growth to our business.

Strategy and Ambition

Targets

Goals and KPIs

How do you define marketing objectives and targets?

Marketing does not have any targets or they are not realistic. Incentives for meeting targets are widely lacking. Targets are set based on past performance. Staff is generally not aware of targets.Targets are set linked to our long-term plans and strategy. The targets encourage people to do their best and exceed expectations. Targets are set linked to our long-term plans and strategy. Targets adjust dynamically based on business results and market situation.

Strategy and Ambition

Insights

Target group understanding

How would you describe the status of your target group understanding in digital?

We haven't defined our target segments specifically. We have created segment descriptions for our core audiences and we utise them on targeting customers in paid media.We have described our core segments' customer journeys and plan our life-cycle marketing based on these insights.We have deep understanding of our target segments and we enrich this with active customer data.

Organization

Culture

Test and Learn

Does your organisation support test and learn?

The culture in the organization is rather cautious. It is common belief that what has failed once is doomed to fail again. We test and learn through projects. Beyond projects, we appreciate a standard way of working.We have some very innovative team members and innovation is widely encouraged by leadership. However, the innovation culture is not yet fully adopted by everyone.Our organization is innovative and agile. People are encouraged and they continuously test and invent new methods and tools. Celebrating failings is part of the culture.

Organization

Competences

Digital Capabilities

What is the current status of your digital competences (internal or outsourced)?

We don't have any digital compentences available.We have competences to plan and optimise digital activities.We have advanced digital specialists.We have advanced strategic digital and data capabilities and advanced specialists.

Brand & CX

Customer experience

Personalisation

What is the current status of personalising customer journey touchpoints?

We haven't personalised any touchpoints.We have created different content for different segments for campaigns or ongoing marketing. We also use remarketing based on user behaviour.We personalise digital touchpoints along the customer journey based on data.We have a consolidated data source that enables us to create a unified and personalised experience in every touchpoint.

Operations

Planning

Activities

How would you describe your digital marketing activity planning?

One-time campaignsTactical ongoing marketing supported with one-time campaigns.Synchronized ongoing, as well as campaign activities throughout the customer lifecycle.Data-driven automated marketing programs based on lifecycle nurturing.

Operations

Channels

Digital marketing channels

On what basis do you choose digital channels?

We choose digital channels based on campaign needs.We have selected one to five self-service online channels based on our competences.We have selected one to five self-service online channels based on our competences and we complete our channel mix with the help of specialised agencies.We use all relevant online channels. The selection has been made based on customer lifecycle knowlegde.

Operations

Processes

Automation

What is the level of automation of digital marketing activities?

No marketing automation.Automation potential is recognized, but we are lacking core skills required to start the automation journey. Automation is used mainly for email marketing. Automation potential is recognized and widely acknowledged within the organization. We have recently started to automate repetitive tasks in digital marketing.The core of our digital marketing is automation. We use automation widely in several areas, such as: social media, landing pages and lead generation.

Operations

Analytics

Insights creation

How do you analyse your digital performance?

Mainly campaign-based resultsWe optimise digital channel performance regularly, and we gather learnings from each campaign to apply on the next.We gather segment-specific performance data and develop our marketing performance based on data on a weekly basis.We combine qualilative data with quantitative data to understand how we can develop marketing and business performance.

Technology

Tracking

How well is data from different channels combined?

We only have web analytics data to follow digital marketing results.We use channel attribution to measure the impact of each channel.We use omnichannel attribution to measure the impact digital marketing has on performance.We have run sophisticated data modelling where we have measured online and offline channel performance and ROI.

Technology

1st party data utilization

How do you utilize your 1st party data in marketing?

We don't collect 1st party data.We run remarketing from our website in different digital channels.We utilize own customer data (purchase history etc.) in various marketing channels.We use a CDP tool and combine qualitative customer data with quantitative data for personalised communication.

Channels

SEM

How do you utilize SEM?

We don't have any SEM activities.We have an annual SEM budget. SEM is a significant tactical channel for us for sales and lead generation.We have a dynamic SEM budget based on ROI. We run dynamic campaigns and utilize automation for optimisation.We utilize automation tools to optimise SEM and have fully utilized 1st party data for a personalised experience in SEM.

Channels

SEO

How do you utilize SEO?

We don't have an ongoing SEO program.A SEO analysis has been done for relevant keywords. Some improvements are made continuously.Tracking and SEO ranking improvement processes in place. The impact of SEO is linked to business goals (X amount of visitors brings X amount of revenue). High rankings on relevant keywords.We have integrated SEO in all our relevant marketing activities e.g. SEM, social media, PR, email marketing and website development to reach maximum SEO results.

Channels

Paid social/display

How do you utilize paid social channels/display?

Little / no activity.We run tactical campaigns in different channels and track the results. We utilize paid media mainly for new customer acquisition.We have ongoing campaigns with attributed ROI goals. We utilize 1st party data to optimise targeting and seek new potential audiences. We utilize paid media in the customer acquisition funnel from branding to tactical ads.We utilize paid media throughout the lifecycle from new customer acquisiton to branding and automated loyalty marketing. We use marketing automation tools to optimise and build programs.

Channels

Website

How do you develop your website or ecommerce store?

We don't actively optimise our website performance.We build new landing pages for specific campaigns and for ongoing marketing.We have a conversion optimisation program and we systematically optimise the website based on our customer understanding and web analytics data.We have connected our website to our marketing automation tool including website personalisation elements to improve conversion and user experience. We also test different approaches to drive conversions that go beyond UI optimisation, such as new pricing models and productization.

Channels

Direct digital (email, SMS, apps)

How do you increase sales and build loyalty though direct digital communication channels?

No activity or a regular newsletter.We actively run campaigns to specific segments.We have activated automated nurturing and loyalty programs and we optimise them regurlarly.We use predictive models and advanced AI to optimise our activities. We put lot of effort into building content and connecting all digital channels into one experience.

Background

Thank you for your answers! On the next page, you can see the results of your company's digital maturity assessment.

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