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

Meryem BOUFIM
Institut National des Postes et
Télécommunications, Rabat, Morocco
ISSN Online
Ha d BARKA
Institut National des Postes et
Télécommunications, Rabat, Morocco

DOI:
https://doi.org/10.5281/zenodo.5578706

Unique DOI

Abstract

The new context of digital has reversed

collegiate de nitions 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, Open Access
implementation frameworks have to be  PDF
adjusted following marketing shift from
mass marketing to digital personalized
marketing. The changing technologies and Published
2021-10-19
customer behavior become daily
challenges for marketers to improve their
reaching and conversion techniques. How to Cite
Marketers are also challenged to nurture BOUFIM, Meryem; BARKA, Ha d. Digital Indexed in
Marketing: Five Stages Maturity Model for
customer relationship across virtual world
Digital Marketing Strategy Implementation.
in erce competitive markets. We propose IJBTSR International Journal of Business
in this paper a maturity model for digital and Technology Studies and Research, [S.l.],

marketing strategy implementation to help v. 3, n. 3, p. 15 pages, oct. 2021. ISSN 2665-

7716. Available at:
marketers and organization in their
<https://ijbtsr.org/index.php/IJBTSR/article/view
implementation journey. The goal of using /72>. Date accessed: 29 nov. 2023. doi:
maturity model is to help enterprises https://doi.org/10.5281/zenodo.5578706.

identify the current situation and identify

Citation Formats
the correspondent path of evolution to
ABNT
reach the desired situation. The proposed APA
maturity model identi es 5 stages of
growth: initiation, expansion,
Issue
formalization, integration, and maturity,
Vol 3 No 3 (2021): IJBTSR
along with 9 benchmark variables:
strategy, resources/Skills, organization, Section
control, communication, culture, digital Articles

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.

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