INMA_A01.QXD

Table 4.1

Capability maturity model of E-commerce adoption based on E-consultancy (2005) research

Level

S

trategy process and

Structure:

S

enior management

Marketing integration

Online marketing focus

performance improvement

Location of e-commerce

buy-in

1 Unplanned

Limited.

Experimentation

.

Limited

.

Poor integration

.

Content focus

.

Online channels not part of

No clear centralised

No direct involvement in

Some interested marketers

Creation of online brochures

business planning process.

e-commerce resources in

planning and little necessity

may experiment with

and catalogues. Adoption o

f

Web analytics data collected, business. Main responsibility seen for involvement

e-communications tools

first style guidelines

but unlikely to be reviewed

typically within IT

or actioned

2 Diffuse

Low-level

.

Diffuse

.

Aware

.

Separate

.

Traffic focus

.

management

Online referenced in

Small central e-commerce

Management becomes

Increased adoption of

Increased emphasis on driving

planning, but with limited

group or single manager,

aware of expenditure and

e-communications tools and visitors to site throug

h

channel-specific objectives.

possibly with steering group

potential of online channels

growth of separate sites and pay-per-clic

k search

Some campaign analysis by controlled by marketing.

microsites continues. Media marketing and affiliate

interested staff

Many separate web sites,

spend still dominantly offline

marketing

separate online initiatives, e.g. tools adopted and agencies for search marketing, e-mail marketing. E-communications funding from brands/businesses may be limited

3 Centralised

Specific

.

Centralised

.

Involved

.

Arm’s-length

.

Conversion and customer

management

S

pecific channel objectives

Common platform for content Directly involved in annual

Marketing and e-commerce

experience focus

.

set. Web analytics capability management, web analytics.

review and ensures review

mainly work together during Initiatives for

usability,

not integrated to give unified Preferred-supplier list of

structure involving senior

planning process. Limited

accessibility an

d revision of

reporting of campaign

digital agencies. Centralised, managers from Marketing,

review within campaigns.

content management syste

m

effectiveness

independent e-commerce

IT, operations and finance

Senior e-commerce

(including search engine

function, but with some

team-members responsible

optimisation) are common at

digital-specific responsibilities

for encouraging adoption of

this stage

by country/product/brand

digital marketing throughout organisation

CHAPTER 4· INTERNET MARKETING STRATEGY