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Digital Marketing Maturity
Read the blog from Media Beacon in this week’s materials about the Digital Maturity Model for Marketing Processes. Then answer the questions below:
- Which one of the five levels of the Digital Maturity Model best describes your company at present?
- What aspects of your workplace did you review to draw this conclusion? Explain.
Now imagine that your company aims to move up one level higher on the Digital Maturity Model within one year.
- What are three goals that the company leadership could set to make this happen?
- What are two or three projects or actions needed for those goals to be fulfilled within the one year time-frame?
Hello Professor and class,
When reviewing the five levels of Digital Maturity Model that level that best describes my present employer Movement Mortgage would be “Connected.” I chose connected because our software and hardware are connected throughout the company and monitored. We still have work to do in order to allow his to get to the level of Intelligent. Being able to customize or tailor our way of business depending on the customers situation or need can help us gain more customers and build relationship with our current customers.
My current employer could set three goals to reach the next level of Intelligence on the Digital Maturity Model. The three goals would start with our online applications. Asking the applicant about their current status (ready to buy, need down payment assistance, poor credit). Adding these questions to the application can allow us to understand the applicant better. After these questions are answered providing the applicant with options we have that can assist. Lastly, after applicant have been assisted whether home purchased, working on credit, and etcetera add a survey to get feedback. If my employer is able to fulfill these actions than it will allow us to better understand the consumers need which helps us excel as a company.
Schlumbergerâ€™s Digital Maturity Model
My company, Schlumberger, is currently going through a digital transformation that will fill in a few opportunities at the Connected Level as we have already achieved most of the characteristics of the Intelligent Level of the Digital Maturity Model (Media Beacon, 2).Our objectives are to develop digital tools that will help decision making, lower costs, and improve customer experience (Belani, 1). I serve on the digital transformation team, where I am responsible for the optimization of equipment globally using analytics to both drive down costs and improve reliability as experienced by the customer. My division alone has over thirty thousand individual pieces of equipment in over a hundred countries. Three years ago, my company did not have any tools to visualize of which equipment was underutilized, and which were generating revenue. Now we have analytic software that shows the number of jobs, maintenance issues, revenue generated by all the high dollar equipment. My company has similar programing for finance, sales, workforce, and logistics.
Connected Level to Intelligent Level
Schlumberger should reach the Connected Level by 2021, and after this milestone is reached the next phase will be to progress to the Intelligent Level. Schlumberger management should set the following goals to transition to the Connected Level: automation, omnichannel caigns, and customers that are brand ambassadors (Media Beacon, 2). The goals should be SMART with clear measurable to show the Return on Marketing Investment (ROIM) (Kotler, 4).
Two recommended projects to transition to the Connected Level are Social Media CRM and smartphone apps to move customers to become brand ambassadors. From conception to distribution, the projects will be designed to create a wow factor across any customer touchpoint; we want customers talking about Schlumberger.
The first project will utilize Social Media CRM to connect to the customers and resolve customer problems. Using social listening using software to filter customer data and use analytics to create competitive intelligence (Kotler, 4). My company will use the data gathered to change and modify our products as required and ensure that customers’ expectations are exceeded to build loyalty.
With the increase of the population using smartphones, the second project will be the creation of mobile apps that create a hassle-free interface with Schlumberger for ordering monitoring delivery and following up with concerns and issues (Kotler, 4).
- 1. Ashok Belani. 2017. Digital Transformation. https://www.slb.com/resource-library/article/2017/digital-transformation
- 2. Media Beacon Blog, Digital Marketing Maturity Model for Marketing Processes. https://www.mediabeacon.com/en/resources/marketing-maturity-model/ty-your-marketing-report
- 3. Kotler Philip Kotler. 2016. Marketing 4.0
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