Gartner Research

Use Gartner's Digital Marketing Maturity Model to Build Marketing Muscle

Published: 06 June 2014

ID: G00259960

Analyst(s): Allen Weiner, Julie Hopkins , Jake Sorofman, Mike McGuire , Jennifer S. Beck, Martin Kihn, Laura McLellan


Gartner's digital marketing maturity model gives digital marketing teams a quick self-assessment. The results will help you decide where to focus your next technology and talent investments so you can have a greater impact on the business.

Table Of Contents


  • Introduction
  • How to View the Model
  • Each Level Tells a Story
    • Level 1 — Analog
    • Level 2 — Web-Centric
    • Level 3 — Integrated
    • Level 4 — Two-Speed
    • Level 5 — Immersive
  • Digital Marketing Initiatives and Activities by Maturity Level
    • Resources: Fueling the Marketing Machine
    • Programs: The Big Wheel Goes Round and Round
    • Social: So Let's Get Together — and Feel All Right
    • Mobile: Building the Ultimate Connected Experience
    • Data-Driven: Doing the Deterministic Dance With Data
    • Digital Commerce: Taking Care of Business — Everywhere
    • Operations: Pay a Lot of Attention to That Man Behind the Curtain
    • Innovation: Make Failure an Option
  • What to Do Next

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