Digital Marketing: Five Stages Maturity Model for Digital Marketing Strategy Implementation

Abstract

The new context of digital has reversed collegiate definitions and swayed power between companies and customers. As a result, meeting customer needs has become the focus and challenge of any business. With customer centric strategies, implementation frameworks have to be adjusted following marketing shift from mass marketing to digital personalized marketing. The changing technologies and customer behavior become daily challenges for marketers to improve their reaching and conversion techniques. Marketers are also challenged to nurture customer relationship across virtual world in fierce competitive markets. We propose in this paper a maturity model for digital marketing strategy implementation to help marketers and organization in their implementation journey. The goal of using maturity model is to help enterprises identify the current situation and identify the correspondent path of evolution to reach the desired situation. The proposed maturity model identifies 5 stages of growth: initiation, expansion, formalization, integration, and maturity, along with 9 benchmark variables: strategy, resources/Skills, organization, control, communication, culture, digital identity, customer knowledge, and technology. In this paper, after the introduction, we will be presenting the maturity model, and we will detail the benchmark variables in the second section. The third section present dominant problems, followed by the conclusion and research limitations.