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.