By making a quick assessment of roughly where a company is positioned in the levels below, Aptera can quickly recommend first steps to moving up in the model. For example, if a company is at the second level, then Aptera can jump right in at validating the strategies the company has in place and recommending tools to implement that strategy.
If, on the other hand, the company is still at the first level, we can recommend a strategy session to ensure that buyer personas, keywords, and a content strategy are in place before jumping into development or buying a whole new set of tools.
Level 1
Basic Professional Website
Informal digital marketing strategy - digital marketing initiatives are tactic-centric with no guiding strategy
Barriers exist between Marketing, Sales, and IT
The need for digital adoption has been realized but not formalized
Piecemeal use of Marketing Technologies
Level 2
Defined Digital Marketing Strategy
Marketing tactics are prioritized by bases on KPI's
Marketing technologies are defined by strategy rather than features and price
Culture supports collaborative efforts between sales, marketing, and IT
Security control systems in place to protect data
Level 3
Implementation of Marketing Automation Tool
Launch of advanced website - follows Buyer's Journey and SEO best practices
Digital marketing outcome directly correlated to marketing spend
Predictive analytics are derived from growing data warehouse
Development of mobile apps and web commerce
Level 4
Systems Integration (CRM, MA, ERP, Website)
Marketing, Sales and IT are working in unison
Unique visitor experience on website due to targeting and personalization
Data Analytics are used by marketing to quickly assess data, identify trends, and drive research
Digital marketing is responsive to condition changes and new technologies
Level 5
Digital Marketing Strategy & Platform
Implemented a full digital marketing infrastructure and using it to dominate competition online
Marketing can easily measure and report ROI of digital marketing
Marketing leverages predictive analytics tools and content of online experience is driving brand loyalty
Goals are established and measured to track success across marketing, sales, and technology initiatives
Ultimately, the benefits of RDD in terms of launching, measuring, and adjusting frequently are clear. But RDD does more than provide a framework for creating digital marketing and customer engagement projects. It also balances digital marketing techniques with solid technology tools to ensure that both are leveraged to their fullest extent.