Exploring digital marketing maturity drivers in SMEs in South Africa

Abstract

The main objective of the study was to explore key drivers for digital marketing maturity in SMEs in South Africa, and to create a framework to investigate levels of maturity. The sub-objectives of this study were to investigate the constraints that impede digital marketing maturity and explore the perceived effects of digital marketing maturity on business performance in SMEs. In creating a framework to explore digital marketing maturity in SMEs, this study drew from Westerman’s digital maturity framework (Westerman et al., 2014) and incorporated commercial digital marketing maturity models to ensure sufficient digital marketing elements are covered in the framework. The literature review covered digital transformation and maturity theories and models. The review included models to determine digital marketing maturity and elements and capabilities required to reach maturity. The propositions developed from the literature review were further explored through a qualitative research study. The data was collected through eight in-depth semi-structured personal interviews with SME business owners. The quantitative research study confirmed that digital marketing elements impacting digital marketing maturity were: leadership and strategy, customer experience design, customer interaction and communication, business analytics, and intelligence. Indications were that digital marketing maturity levels in SMEs in SA were low; leadership, ownership, and vision were identified as a major challenge; as well as availability of dedicated and knowledgeable resources. Following the analysis and findings, a framework was recommended for SMEs to develop and implement, which would increase digital marketing maturity level and result in quantifiable business performance