DIGITAL MARKETING MATURITY MODEL

To draw up a digital strategy that guides us towards an ideal state of maturity, the first thing to do is ask ourselves, where is my company right now? Where do I want to take it from the point of view of digital presence and authority?

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In order to determine where our clients are, or what their current digital situation is, at Grou we consult the Digital Marketing Maturity Model that serves to analyze and know the progress they have made with respect to digital marketing, and thus modify the methods in which they operate.

https://www.skymarketing.com.pk/islamabad/capital-smart-city/  with this tool and the analysis of the situation of the SOSTAC methodology, we determine which digital assets our clients have, where they are doing a good job , where they are not, and what they need to do.

By knowing the strengths and weaknesses we can evaluate the potential and detect if there is an imbalance in current digital marketing strategies or actions. So we can prioritize: where we are going to focus in the short, medium and long term when executing the strategy.

The digital capabilities that we consider to determine the digital maturity of our clients are:

1. They have a strategic focus

Do they have a defined plan aligned to a strategy? Does their approach reach a minimum of 90 days? Are their objectives clear, integrated into a digital contribution (SMART approach)? Do they prioritize their activities?

Many people know that they want to start with digital marketing or continue doing it, but sometimes we have misfocused our resources. We are investing in advertising because we have to, we are buying technology because others do it and we really do not have a clear direction of what we want to achieve and where we want to go. A strategic plan should help you define your course, being clear about where you are right now and what you need to get where you want to go. This chapter is key within SOSTAC Let's stop going blind in an implementation, spending to spend, so then marketing ends up being the first investment that cuts in budget, they are not clear about their function.

2. They apply continuous improvement processes

Do they have defined KPIs in relation to the value in the lifetime of your customers (Life Time Value)? Do they know the retention and performance of the LTV (Life Time Value)? Do they have a structured program of experimentation and optimization of actions ??

Continuous improvement processes allow the organization to excel, in fact without this we cannot even know if we are going to continue doing what works if we do not have it well measured or identified. Maybe something is preventing us from doing it 100%.

3. The company management is convinced of the digital strategy and offers its support

To achieve a successful process towards digital maturity, the involvement of managers in making strategy decisions is essential. Seeing the importance of having a presence in the digital world and they will be convinced to invest resources in this.

We must avoid creating silos or isolations between departments, without a real conviction of the value that marketing strategies provide, sales cannot achieve the final objectives and these must work hand in hand to begin with.

The most important thing is to have an involvement throughout the entire organization, this is what will cause a better result for the execution of the proposed strategies.

4. They have the resources and structure for digital growth

Is there an adequate balance of marketing capabilities to achieve the results? Having these elements will allow them to execute the actions proposed in the strategic and implementation plans.

5. They have data, Martech and Infrastructure

Do you have a MarTech Stack (technological marketing tools that support the process of attracting, capturing and closing prospects? Integrated data that gives you 360 ° visibility of your customers that allows you to automate repetitive tasks?

It is essential to have an integration between the tools they use so as not to cause precisely the problem of isolation, even in technology. Documenting through a martech stack allows the organization to have visibility of how technologies are connected between departments to optimize processes.

6. Communication with the client is integrated

Do you have campaigns optimized based on the return on investment to be able to increase the value of life of the clients? Is your communication with clients and prospects personalized and integrated into the plan?

This capacity is key, if we are not clear about the most effective means, the tactics that work to achieve the results, we will continue to implement blindly. The strategic plan is based on the good execution of this, measurement. All of the above is summarized in this capacity: a concrete plan, continuous improvement, conviction at all levels, the appropriate technology and resources, and the effective use of technologies to eventually measure and repeat with iterations.

7. They consider the customer experience (UX)

Finally, but more importantly than anything, we must think about our clients. Do they obtain a digital experience different from any other user? Do we offer valuable content based on the interaction of clients and prospects through recommendations and other points of contact?

We must be able to provide our customers with a unique experience that differentiates what we provide on our website for example, compared to what we provide to a first-time visitor. In this way we create a relationship with them and we really add value. We must always be thinking of the customer first.

To know the state in which your company is in the maturity model, you must first know the digital capabilities, that is the watershed to define the process and the path to achieve a digital transformation. The SOSTAC model that we use at Grou greatly simplifies the actions, especially when specifying and implementing them, turning the process into a simple and understandable job to carry out that guarantees effective results from the first 90 days.

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