Digital Marketing Maturity Models: A Comprehensive Literature Review
DOI:
https://doi.org/10.59653/ijmars.v4i01.2087Keywords:
Digital Marketing, Digital Maturity, Digital Transformation, Maturity Models, Systematic Literature ReviewAbstract
Digital marketing has become a critical enabler of organizational transformation, requiring firms to adopt customer-centric strategies and optimize processes in increasingly complex environments. However, the conceptualization and measurement of digital marketing maturity remain inconsistent across the literature. This study addresses this gap by conducting a Systematic Literature Review (SLR) of evolutionary digital marketing maturity models published between 2020 and 2024. Following a four-stage methodological framework—comprising selection and exclusion criteria, database search, quality assessment, and data extraction and synthesis—the review identifies similarities, differences, strengths, and limitations among existing models. The findings reveal that while current models provide useful structures for guiding digital transformation, they lack a precise conceptual definition and standardized measurement framework. The study contributes theoretically by advancing the operationalization of digital maturity and practically by offering executives a framework to assess, benchmark, and monitor progress in digital transformation. Furthermore, it establishes a foundation for future research on the relationship between digital maturity and corporate performance across cultural and regional contexts.
Downloads
References
Adobe. (2023). What is digital marketing? A complete guide. https://business.adobe.com/blog/basics/digital-marketing
Al-Lami, A., Shirkhodaie, M., & Safari, M. (2024). THE DIGITAL TRANSFORMATION MODEL FOR INNOVATIVE MARKETING MATURITY IN THE OIL COMPANIES. Revista de Gestao Social e Ambiental, 18(9). https://doi.org/10.24857/rgsa.v18n9-056
Al-Thagafi, A., Mannion, M., & Siddiqui, N. (2020). Digital marketing for Saudi Arabian university student recruitment. Journal of Applied Research in Higher Education, 12(5). https://doi.org/10.1108/JARHE-05-2019-0119
Aslanova, I. V., & Kulichkina, A. I. (2020). Digital Maturity: Definition and Model. Proceedings of the 2nd International Scientific and Practical Conference “Modern Management Trends and the Digital Economy: From Regional Development to Global Economic Growth” (MTDE 2020). 2nd International Scientific and Practical Conference “Modern Management Trends and the Digital Economy: from Regional Development to Global Economic Growth” (MTDE 2020), Yekaterinburg, Russia. https://doi.org/10.2991/aebmr.k.200502.073
Ayswarya, R., Telreja, S. A., Praveena, S., & Ilankadhir, M. (2019). Facebook—A Boon or Bane towards Social Media Marketing. Journal of Service Science and Management, 12(05), 628–638. https://doi.org/10.4236/jssm.2019.125043
Bakhtieva, E. (2017). Digital Marketing Maturity Models: Overview And Comparison. https://doi.org/10.5281/ZENODO.1130207
Barbosa, M. W., Salume, P. K., Pinto, M. R., & de Sousa, P. R. (2025). The effects of digital maturity on the sustainable performance of agri-food supply chains in two emerging economies. International Journal of Logistics Management, 36(3). https://doi.org/10.1108/IJLM-03-2024-0144
Blokdyk, G. (2024). SWOT Analysis A Complete Guide. 5STARCooks.
Boufim, M., & Barka, H. (2021). Digital Marketing: Five Stages Maturity Model for Digital Marketing Strategy Implementation. International Journal of Business and Technology Studies and Research, 3(3).
Capgemini. (2018). Industry 4.0 Maturity Model – Mirroring today to sprint into the future. https://www.capgemini.com/fi-en/insights/expert-perspectives/industry-4-0-maturity-model-mirroring-today-to-sprint-into-the-future/
Chaffey, D. (2010). Applying organisational capability models to assess the maturity of digital-marketing governance. In Journal of Marketing Management (Vol. 26, Numbers 3–4). https://doi.org/10.1080/02672571003612192
Catlin, T. (2015). Raising your Digital Quotient.
Davies, J. (2024). Healthcare Companies Have Untapped Digital Potential. Our Digital Wingmen Turn It Into Performance. https://phamax-digital.ch/academy/digital-marketing-maturity-stages/
Deloitte. (2018). Digital Maturity Model Achieving digital maturity to drive growth. https://www2.deloitte.com/content/dam/Deloitte/global/Documents/Technology-Media-Telecommunications/deloitte-digital-maturity-model.pdf
Eftekharian Qamsari, A., Hasangholipour Yasouri, T., & Mira, S. A. (2025). Designing a Digital Marketing Maturity Model with a Corporate Social Responsibility Approach in Modiran Khodro Company. Digital Transformation and Administration Innovation, 3(1). https://doi.org/10.61838/dtai.3.1.2
Faster Capital. (2024). Credit Risk Analytics: Credit Risk Analytics Solutions and Insights for Credit Risk Optimization.
Field, D., Patel, S., & Leon, H. (2018). Mastering Digital Marketing Maturity. The Boston Consulting Group.
Gartner. (2021). Use Gartner’s Digital Business Maturity Model to Plan Your Digital Business Acceleration.
Insights, S. (2024). Digital Marketing Tools. https://www.smartinsights.com/tag/digital-marketing-tools/
Järvinen, J., Töllinen, A., Karjaluoto, H., & Jayawardhena. (2013). Digital and social media marketing usage in B2B industrial sector. Marketing Management Journal, 22(2), 102–117.
Mohammadpour, A., Arbatani, T. R., Gholipour, T. H., Farzianpour, F., & Hosseini, S. (2014). A Survey of the Effect of Social Media Marketing on Online Shopping of Customers by Mediating Variables. Journal of Service Science and Management, 07(05), 368–376. https://doi.org/10.4236/jssm.2014.75034
Nwokah, N. G., & Aeenee, F. L. (2017). Social Media Marketing and Business Success of Automobile Dealers in Rivers State. American Journal of Industrial and Business Management, 07(12), 1298–1319. https://doi.org/10.4236/ajibm.2017.712092
Nwokah, N. G., & Irimagha, B. B. (2017). E-Marketing Orientation and Social Media Implementation in the Banking Industry in Nigeria. iBusiness, 09(04), 111–133. https://doi.org/10.4236/ib.2017.94009
Rossmann, A. (2019). Digital Maturity: Conceptualization and Measurement Model. Research Gate.
Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24(5–6), 517–540. https://doi.org/10.1362/026725708X325977
Septeria, D., & Ali, H. (2025). Strategi Digital Marketing Pada Media Sosial Dalam Meningkatkan Kunjungan Pasien RSOMH Bukittinggi. Jurnal Ekonomi Manajemen Dan Bisnis (JEMB), 4(2). https://doi.org/10.47233/jemb.v4i2.3528
Yuceer, B., Sarkbay, O. F., & Basal, M. (2024). The Effect of Consumer Attitude on the Effect of Social Media Marketing on Hospital Promotion Activities through Content Marketing. Open Journal of Social Sciences, 12(02), 375–391. https://doi.org/10.4236/jss.2024.122021
Downloads
Published
How to Cite
Issue
Section
Categories
License
Copyright (c) 2026 Endang Amalia, Feri Sulianta, Ucu Nugraha
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
