Combining process optimization techniques and maturity models in digital marketing: Assessment of opportunities

Abstract

Optimization methodologies effectively decrease costs and improve effectiveness of marketing. Researchers have long attempted to develop frameworks to diagnose the state of marketing operations in companies based on maturity models. Literature provides evidence of about 100 maturity models. However, none of them focuses on Business-to-Business (B2B) digital marketing. The combination of maturity models and optimization methodologies haven't been deeply researched. This article explores possible ways for combining of the two approaches for a more efficient assessment and process improvement of marketing operations in B2B companies. A prototype of the digital marketing maturity model based on combination of existing maturity models descriptors, XEROX Lean Six Sigma, DMAIC, and DuPont Strategic Marketing process is being presented in the study. A combination of two approaches (maturity model and Lean Six Sigma methodology) is expected to provide companies with a roadmap for performance improvement in digital marketing operations. The paper proposes a tool, which can be used by company managers in order to fulfill process optimization and budget allocation in digital marketing.