Award Submission | Digital Marketing Strategy

{applicant}

DIGITIZED CUSTOMER EXPERIENCE

DIGITAL MARKETING STRATEGY

Digital marketing involves customers in the creation of value of services and products. Moreover, it has a pull nature of bilateral communication for the companies to become customer-centric.

The digital marketing strategy of an organization is focused on exploring and exploiting the value in marketing by providing information through any number of touchpoints for prospects to become qualified leads.

FITIS digital marketing strategy maturity assessment levels are Merit, Bronze, Silver, and Gold. The online survey questionnaires are structured in seven dimensions within the overall digital strategy, driving insight from data, customer-focused messaging, continuous improvements of media strategy, marketing effectiveness, and marketing automation. Each survey question consists of more detailed data.

Take this brief assessment to find out your company’s digital maturity and how to take it to the next level.

Business Vision towards the Transformation

This section examines the ability of the organization’s business vision to leverage transformation.

Does the organization maintain a clear and shared vision for customer experience efforts?

A shared vision for customer experience is an aspirational statement on the organization's definition of the current and desired situation affecting the marketing decision and how to bridge the gap.

Describe the current situation in your workplace.

Q1

Overall Digital Leadership and Strategy

This section examines the organization’s overall digital leadership and strategy.

What is your customer engagement strategy?

Ability to define the metrics and align them with each stage of the buyer’s journey to measure the conversion rate at each funnel phase.
Ability to measure the success of the marketing efforts

Select the most appropriate option

Views digital as a new marketing channel, allocates budget & staff resources

Ability to recognize prospects and customers, understand their needs, and deliver the right marketing message

Being able to recognize digital marketing as omni-channel and key components in audience engagement to drive performance & loyalty

Long-term commitment to participate and view digital marketing as a key component in customer engagement and primary focus for the marketing team.

Organization aligned and measured around digital marketing’s contribution to revenue.

Describe the rationale for your answer

Q2

Can your Organization generate demand through websites, social media, and other marketing channels?

Provides consumer journey analysis of marketing campaigns, modeling, and visualization.
Create and optimize a website, email campaign, call center, social media, advertising, and other customer prospect facing experiences.
Real-time factors contributed to social sentiment.

Select the most appropriate option

Relies on website landing pages with limited content targeting social media, periodic social posting, and mainly one way dialog.

Offers rich media content, social networks, blogs, Wiki (web 2.0), growing subscriber list for email, Social customer & audience awareness, mostly one way dialog

Convergence of content, social, mobile, and video experiences to create full digital experiences for conversion and sales opportunities;

True social dialog; Recognition of preferred audience.

Personalized & localized content delivered to personal devices in real time through custom content and apps; Native mobile optimized; Proactive social listening with reliable feedback; Fully aligned with sales for enablement

Describe the rationale for your answer

Q3

Digital Experience

This section examines the ability of your organization to deliver a digital customer experience

Can your organization create and maintain the customer experience across all touchpoints?

The organization's ability to rationalize all touchpoints an individual has with a brand, along with known data about who that person is and what their motivations are, to determine the next suitable message or offer.
The organization's ability to compile a list of all the places and times the customer interacts with their brand to identify the different touchpoints.

Describe the current situation in your organization

Q4

Does your organization have the right marketing technology to drive effective marketing strategies and campaigns that increase pipeline, grow revenue, and build business

Select the most appropriate option

We use ad-hoc development; point tools for Email, Contents, and Social Media Marketing.

We use audience targeting and content personalization across all channels

We use a platform with specific functions with integrated tools

We have a platform approach to interact with every activity, i.e. Web Content Management, connect to social listening API, integration to CRM

We use comprehensive, end-to-end system integration of all digital marketing-related platforms with tight integration to enterprise CRM, ERP, and Marketing Automation systems.

Elaborate your current situation with examples.

Q5

Does your organization have the ability to implement a single customer view for the customized experience?

The organization's ability to identify individuals, customize interactions, and help individuals find exactly what matters to them.
Ability to identify the consumers, link identifiers, and construct an identity graph.
Ability to generate a consolidated view of customers and their activities using different data sets within the organization and outside data from another source.

Describe the current status detailing platforms, tools & systems used for the above

Q6

Can your organization align and deliver digital experiences based on persona expectations?

Your organization uses clearly defined buyer personas, targeted audiences for your marketing efforts, and capabilities to report on revenue attribution.
Experience accelerated connected data usage for creating and optimizing the customer experience.
Ultimately achieve optimized single-customer business outcomes across channels.

Select the most appropriate option

Digital experience occurs as an afterthought, not the driving force behind digital marketing initiatives.

The sophistication of digital experience created is low with minimum brand impact

The creation of digital experience is a priority for marketing teams and based on detailed journey mapping.

Sophisticated digital experience aligned to buyer engagement experiences and measured on revenue impact

Advanced sophistication of digital experience created to drive the digital experience

Justify your selection in brief (Explain why your choice is the best for your organization).

Q7

Tools and Platforms

This section examines the utilization of tools and platforms in your organization related to Digital Marketing.

Does your organization have the capability to derive insights from data?

Availability of technology to manage marketing processes such as repetitive or scheduled workflows automatically, to increase operational efficiency.

Describe the current status, detailing platforms, tools & systems used for the above

Q8

Does your organization use audience maintenance and targeted techniques?

Ability to define areas like the audience target and the messaging strategy.
Real-time factors contributed to the social sentiment.
How to visualize the brand association
How followers are talking about brands or hashtags.

Describe the current status, detailing platforms, tools and systems used for the above

Q9

Does your organization use audience insights and marketing measurements in your digital marketing efforts?

Creating and managing content assets.
Identifying the purchase pattern and creating consumer data stores, and establishing data integration, enrichment, and data democratization.
Identifying consumers, linking identifiers, and constructing identity graphs.

Describe the current status detailing, platforms, tools & systems used for the above

Q10

Does your organization leverage digital marketing tools to optimize your conversion rate?

Have full visibility across all the touchpoints of digital campaigns. Whilst driving engagement, they can attribute a particular action or response back to the appropriate touchpoint.

Describe the current status detailing platforms, tools & systems used for the above

Q11

Continues Improvement of Media Strategy

This section examines how an organization improves its media strategies to recognize the customer and deliver the right marketing messages.

How does your organization contribute a personalized experience to the customer?

Ability to collect data, analyze it, and apply AI to show only relevant products to shoppers, based on previous searches, purchases, and views.
Ability to make data-based decisions quickly and accurately to increase the likelihood that a shopper makes an initial purchase or becomes a repeat customer, with the personalized experience

Describe the current status, detailing platforms, tools, and systems used for the above

Q12

How does your organization determine your level of presence or non-presence in a digital platform?

Describe with examples.

Q13

Marketing Effectiveness

This section examines how an organization measures the success of the marketing efforts in the following areas.

Does your organization follow a systematic approach to understanding lead generation, lead qualification, and nurturing process?

Use stable practices and processes for lead generation, and lead scoring capability.
Ability to investigate areas where there are big drop-offs in leads and measure whether the prospects are in the funnel.
Should be able to determine which actions let them purchase

Describe the current situation in your organization for the above.

Q14

Is your organization digital and social ready in connecting with the audience?

Practicing inclusive marketing by attracting diverse audiences and talent.
Matching the behavioral data to known user profile data.
Establishing audience rules to deliver the most appropriate communications

Describe the current situation in your organization for the above.

Q15

Marketing Automation

This section examines the availability of technology to manage marketing processes such as repetitive or scheduled workflows automatically, to increase operational efficiency in the organization.

Does your organization have the ability to make data-driven decisions and track user actions?

Your organization is able to make data-driven decisions.
Your marketing and sales teams are aligned on ideal customer profiles and each team’s role at each stage of the sales process.
Your organization has the ability to run nurture campaigns that are engaging for each of your personas at each stage of the buyer journey.
Nurture sales revenue goals by scheduling timely and relevant follow-ups and touchpoints for active prospects.

Describe the current status detailing platforms, tools, and systems used for the above

Q16

Is your organization capable of promoting compliance with global email and data compliance regulations within the marketing automation landscape?

Organizations should carefully manage the data they hold on customers and ensure they are following good email deliverability practices along with the best possible security practices for email marketing. e.g., According to GDPR email marketing requirements organizations need to include a working opt-out/ unsubscribe mechanism in all marketing emails, and process all opt-outs immediately.

Describe the current status detailing platforms, tools, and systems used for the above

Q17

Does your system include database hygiene campaigns that maintain a high standard or quality when it comes to the completeness and consistency of your data?

Data hygiene is a term referring to maintaining data sets free of duplicate data, inaccuracies, and inconsistent information.

Describe the current status detailing platforms, tools, and systems used for the above.

Q18

Does your organization have the capability to run omni channel campaigns?

Omnichannel marketing is an approach that provides customers with a completely seamless and integrated shopping experience from the first touchpoint to the last. That means that each channel works together to create a unified message, voice, and brand for your organization.

Describe the current status detailing platforms, tools, and systems used for the above.

Q19

Does your organization have the infrastructure and capabilities to report on prospect and customer movement throughout the lifecycle?

Customer lifecycle marketing is the term that defines all strategies that businesses use to attract clients, convert, retain, and leverage with the purpose to boost revenue and grow their brands. All such strategies engage customers throughout their buying journey.

Describe the current status detailing platforms, tools, and systems used for the above.

Q20

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{applicant}

​DIGITIZED CUSTOMER EXPERIENCE

DIGITAL MARKETING STRATEGY

​Business Vision towards the Transformation

​This section examines the ability of the organization’s business vision to leverage transformation.

Does the organization maintain a clear and shared vision for customer experience efforts?

A shared vision for customer experience is an aspirational statement on the organization's definition of the current and desired situation affecting the marketing decision and how to bridge the gap.

Q1

​Overall Digital Leadership and Strategy

​This section examines the organization’s overall digital leadership and strategy.

What is your customer engagement strategy?

Ability to define the metrics and align them with each stage of the buyer’s journey to measure the conversion rate at each funnel phase.

Ability to measure the success of the marketing efforts

Q2

Q3

​Digital Experience

​This section examines the ability of your organization to deliver a digital customer experience

Can your organization create and maintain the customer experience across all touchpoints?

The organization's ability to rationalize all touchpoints an individual has with a brand, along with known data about who that person is and what their motivations are, to determine the next suitable message or offer.

The organization's ability to compile a list of all the places and times the customer interacts with their brand to identify the different touchpoints.

Q4

Does your organization have the right marketing technology to drive effective marketing strategies and campaigns that increase pipeline, grow revenue, and build business

Q5

Does your organization have the ability to implement a single customer view for the customized experience?

The organization's ability to identify individuals, customize interactions, and help individuals find exactly what matters to them.

Ability to identify the consumers, link identifiers, and construct an identity graph.

Ability to generate a consolidated view of customers and their activities using different data sets within the organization and outside data from another source.

Q6

Can your organization align and deliver digital experiences based on persona expectations?

Your organization uses clearly defined buyer personas, targeted audiences for your marketing efforts, and capabilities to report on revenue attribution.

Experience accelerated connected data usage for creating and optimizing the customer experience.

Ultimately achieve optimized single-customer business outcomes across channels.

Q7

​Tools and Platforms

​This section examines the utilization of tools and platforms in your organization related to Digital Marketing.

Does your organization have the capability to derive insights from data?

Availability of technology to manage marketing processes such as repetitive or scheduled workflows automatically, to increase operational efficiency.

Q8

Does your organization use audience maintenance and targeted techniques?

Ability to define areas like the audience target and the messaging strategy.

Real-time factors contributed to the social sentiment.

How to visualize the brand association

How followers are talking about brands or hashtags.

Q9

Does your organization use audience insights and marketing measurements in your digital marketing efforts?

Creating and managing content assets.

Identifying the purchase pattern and creating consumer data stores, and establishing data integration, enrichment, and data democratization.

Identifying consumers, linking identifiers, and constructing identity graphs.

Q10

Does your organization leverage digital marketing tools to optimize your conversion rate?

Have full visibility across all the touchpoints of digital campaigns. Whilst driving engagement, they can attribute a particular action or response back to the appropriate touchpoint.

Q11

​Continues Improvement of Media Strategy

​This section examines how an organization improves its media strategies to recognize the customer and deliver the right marketing messages.

How does your organization contribute a personalized experience to the customer?

Ability to collect data, analyze it, and apply AI to show only relevant products to shoppers, based on previous searches, purchases, and views.

Ability to make data-based decisions quickly and accurately to increase the likelihood that a shopper makes an initial purchase or becomes a repeat customer, with the personalized experience

Q12

How does your organization determine your level of presence or non-presence in a digital platform?

Q13

​Marketing Effectiveness

​This section examines how an organization measures the success of the marketing efforts in the following areas.

Does your organization follow a systematic approach to understanding lead generation, lead qualification, and nurturing process?

Use stable practices and processes for lead generation, and lead scoring capability.

Ability to investigate areas where there are big drop-offs in leads and measure whether the prospects are in the funnel.

Should be able to determine which actions let them purchase

Q14

Is your organization digital and social ready in connecting with the audience?

Practicing inclusive marketing by attracting diverse audiences and talent.

Matching the behavioral data to known user profile data.

Establishing audience rules to deliver the most appropriate communications

Q15

​Marketing Automation

​This section examines the availability of technology to manage marketing processes such as repetitive or scheduled workflows automatically, to increase operational efficiency in the organization.

Does your organization have the ability to make data-driven decisions and track user actions?

Your organization is able to make data-driven decisions.

Your marketing and sales teams are aligned on ideal customer profiles and each team’s role at each stage of the sales process.

Your organization has the ability to run nurture campaigns that are engaging for each of your personas at each stage of the buyer journey.

Nurture sales revenue goals by scheduling timely and relevant follow-ups and touchpoints for active prospects.

Q16

DIGITIZED CUSTOMER EXPERIENCE

Business Vision towards the Transformation

This section examines the ability of the organization’s business vision to leverage transformation.

Overall Digital Leadership and Strategy

This section examines the organization’s overall digital leadership and strategy.

Digital Experience

This section examines the ability of your organization to deliver a digital customer experience

Tools and Platforms

This section examines the utilization of tools and platforms in your organization related to Digital Marketing.

Continues Improvement of Media Strategy

This section examines how an organization improves its media strategies to recognize the customer and deliver the right marketing messages.

Marketing Effectiveness

This section examines how an organization measures the success of the marketing efforts in the following areas.

Marketing Automation

This section examines the availability of technology to manage marketing processes such as repetitive or scheduled workflows automatically, to increase operational efficiency in the organization.