Various studies confirm the increasing importance of digital media for consumers. If the daily TV media
consumption of an adult in 2016 is still just above the consumption of digital media at 3:39 hours (3:32
hours), in the coming years the digital media will be displacing the television from first place with just
under four hours. Both the media usage and the equipment with digital terminals is steadily increasing.
Especially with younger target groups, this trend is even more pronounced. The proportion of Internet
users has risen from 37% to 79% in the last 15 years, more than doubling. Not only the younger target
groups are constantly using digital media and access to the World Wide Web. Communication in social
networks, entertainment through the streaming of movies, series or music, but also the rapid
acquisition of information about e.g. Hours or product reviews and price comparisons are everyday
patterns of behavior of people. This demand behavior is by no means limited to consumer goods.
Similarly, for services, consumer durables or B2B, digital channels and the Internet are playing an
increasingly important role.
Digital Marketing Mature Models
The increasing acceptance and distribution of digital media and the use of the Internet as an increasingly
important information and communication technology are making commercial use and the emergence
of digital business models inevitably necessary. Last but not least, the so-called Web 2.0 and the
interactive use involved by the provision of information from all users represent crucial challenges for
companies and place new demands on strategic digital marketing right through to completely new
business models. As is apparent from various studies, the marketing managers in companies sometimes
have problems to follow the rapid developments of digital marketing. This can lead to competitive
disadvantages for companies. Such deficits must be compensated as soon as possible. From the study
Digital Roadblocks 2014 of the software provider Adobe goes for example 81% of European companies
are convinced that their role in the market is changing dramatically due to increasing digitization, but
only 14% have concrete plans to adapt to this innovation process. Although 75% of German marketing
executives believe that digital technologies have changed marketing more dramatically in the last two
years than the last 50 years, 65% of respondents use innovative technologies only when they become
mainstream. And just under a third rate the performance of their own company in terms of customer
acquisition and care positive, although a clear majority attaches great importance to this. Remarkably,
more than half consider content marketing to be critical to success, but only about a quarter are
convinced of their own content marketing performance.
At the lowest level of the model is at most a sporadic use of digital marketing tools. For example, There
is an Internet presence that only contains basic information about the company and does not reflect the
latest information in terms of content. The marketing builds exclusively on the classical instruments. The
next stage of development is characterized by a reactive use of selected instruments. The company is reluctantly developing certain digital tools because customers or the market force it. If one were to
refrain from doing so, a loss of turnover or market shares usually sets in immediately. Proactive target
group-oriented use of selected digital marketing tools is characteristic for the middle level of the
development stages. Highly prospective digital media are used to reach specific audiences without,
however, being conceptually embedded in an overarching marketing strategy. The second highest level
of maturity is shown by the conceptual coordination of both digital and classic marketing instruments.
High recognition and authenticity are achieved here across different instruments. The embedding of
Strategic Digital Marketing in the concept of the entire corporate and marketing strategy is the highest
level of digital marketing in a company. The possibilities of digital instruments are completely exhausted
and the overall concept has been adapted.