Applying organisational capability models to assess the maturity of digital-marketing governance

Abstract

Abstract The value of capability maturity models for assessing management of digital channels within an organisation is reviewed. The capability maturity model described covers six key digital-marketing activities that need to be managed within an organisation. For each governance activity, key management challenges, which represent potential areas for research and exemplars of previous research, are summarised. The six areas of governance reviewed are: digital channel strategy development; online customer acquisition; online customer conversion and customer experience; customer development and growth; cross-channel integration and brand development; and overall digital channel governance, including change management.