The digital marketing capabilities model will help marketers in crafting a transformation roadmap. Marketing is a field that has witnessed tectonic shifts in recent years.  The epicenter has shifted from ad firms to technology companies. It transitions from bromides and copywriting to bits, bytes, and quant data. The investment in marketing technology has steadily increased over the year. In 2017, the folks at Chiefmartec.com identified nearly 5000 marketing technology companies.  Paid search, social media, influencer marketing, mobile video, inbound marketing, social listening, and the like have become a part of the marketing vernacular. 

Consultants of every stripe and marketing software firm of every ilk are aggressively selling to the corporate world.  Keeping track of all the developments in marketing and adopting them in companies’ marketing plans is rather a big challenge.

What does this all mean for the CMO (Chief Marketing Officer) and other marketing and advertising professionals in corporations worldwide? How do marketing teams get their arms around the marketing capabilities in a holistic manner and incorporate the appropriate concepts into their marketing and advertising plans?

Digital Marketing Capabilities Model: 

In addition to keeping up with the media, listening to consultants, sampling vendors, and attending conferences, a good way to get a big-picture view is a digital marketing capability model and mapping concepts and solutions to the capability.  The digital marketing capability model is a structured way of looking at the landscape and keeps extending the solutions and services aligned with a set of capabilities.

Once a digital marketing capabilities model is decomposed to a logical and reasonable level of granularity, the marketing team, in conjunction with the business architecture team, can do the following.

• Prioritize the digital marketing capabilities critical to the firm.
• Conduct an assessment of the state of digital marketing capabilities.
• Map existing systems to capabilities to analyze technology enablement footprint.
• Identify gaps, replication, and redundancy.
• Align potential solutions to marketing capabilities where systems/technology support is weak or non-existent.

Relevant Capstera Products: 

Let the Capstera consulting team help you in customizing a digital marketing capability model to your company’s needs and help create a transformation roadmap.