Springbot, an eCommerce marketing technology platform for SMBs to help with the overwhelming task of running and tracking multi-channel marketing campaigns has published a Marketing Maturity Model and Quiz for eCommerce stores.
This four-stage marketing maturity model for small to medium-sized stores helps merchants chart a growth course in an increasingly competitive eCommerce market.
The material was developed in partnership with leading eCommerce consultant, FitForCommerce. A careful analysis of the data gathered from interviews with store owners and marketers yielded the four-stage marketing maturity model.
Fundamentally, the biggest headache for sellers is that they are bombarded with new technologies and innovations in store marketing.
Add that today’s shoppers expect a personalized experience, with engaging content and seamless interactions, across multiple channels, and store owners face the daunting task to develop and prioritize marketing and operational strategies.
Mastering the complexities of running a multi-channel eCommerce store is a huge undertaking, particularly for resource-starved small businesses.
“This type of framework is a first for entrepreneurs of SMB stores, who rarely have consultants or specialized talent to analyze and inform marketing efforts. SMB merchants who commit themselves to ongoing evaluation and evolution will be best positioned to build and grow sustainable businesses. To adapt their marketing strategy and drive more revenue, merchants need a concrete and reliable model to follow.”
Erika Jolly Brookes, CMO of Springbot
Building eCommerce Marketing Excellence
The Four Stages of Marketing Maturity for SMB Merchants and the accompanying marketing evaluation quiz are designed to help sellers determine their current stage of marketing and define a path for continuous marketing maturity.
The eBook, first in a series of three, provides the key characteristics and challenges of each stage, as well as real-life examples from leading eCommerce stores.
In a joint session with its customer Oak Street Bootmakers, designers and makers of fine handcrafted footwear, Springbot recently presented an overview of the four stages of marketing maturity at the Magento Imagine conference.
“At Oak Street, we can certainly relate to the various stages of marketing maturity. Understanding our current state and having a plan to reach the next level fueled a lot of progress over the past couple of years.
As we added channels, we quickly learned that to scale and progress our marketing program, we had to find a way to efficiently aggregate and utilize all our data.
There’s no way we could have hit our goals without marketing automation. With the right strategy and the right tools, at the right time, even a small team can achieve great marketing milestones.”
George Vlagos, founder and creative director at Oak Street Bootmakers
A video of the presentation can be found here.
Going to IRCE in Chicago?
Online retailers that plan to attend next week’s Internet Retailer Conference & Expo (IRCE) can take the marketing maturity quiz at the Springbot booth (#247) during the event.
Others can access the brief survey and download the eBook online at:
Building a Long Lasting Future
The days of build and they will come eCommerce stores are over.
Even just listing on eBay, Etsy, and other marketplaces is a tremendous challenge for small businesses if they are trying to gain scale.
The right timing on when to consider professional help to develop a broader strategy can be the key to long-term success.
Do you feel overwhelmed at times with how to best proceed with your business? Have you looked at asking for professional advice to steer your business in the right direction? Head over to our Facebook Discussion Group or use the comments section below.