Title: Development of a theoretical marketing technology maturity model

Authors: Marcel Huettermann; Lisa Kaeppeli; Anna V. Rozumowski; Michael Klaas

Addresses: Institute of Marketing Management, ZHAW School of Management and Law, Theaterstrasse 17, 8401 Winterthur, Switzerland ' Trimble Inc., Seestrasse 35a, 8903 Wädenswil, Switzerland ' Institute for Competitiveness and Communication, FHNW School of Business, Riggenbachstrasse 16, 4600 Olten, Switzerland ' Institute of Marketing Management, ZHAW School of Management and Law, Theaterstrasse 17, 8401 Winterthur, Switzerland

Abstract: MarTech is defined as tools and technology used to assist professionals in reaching the defined company goals by supporting them throughout the complete marketing campaign execution and evaluation process from acquisition to customer retention. With the increasing complexity of tools available for a multitude of functionalities, sometimes even overlapping capabilities, finding the right solution for a business is becoming increasingly complex. The aim of the study was to develop a theoretical maturity model for marketing technology to help businesses assess their current state and show potential further development regarding marketing technology. Based on literature review and 20 interviews with experts in the field of marketing technology our aim was reached, and the model could be developed. The research findings involve a comprehensive audit of relationships before data analysis, leading to the amalgamation of dimensions such as 'team structure' and 'skills' into the consolidated 'people' dimension. The dimensions - technology and data, strategy, organisation, people and skills, and customers - are explored in subsequent chapters, offering insights into their roles in MarTech maturity and guiding businesses in assessment and development.

Keywords: marketing; technology; marketing technology; MarTech; maturity; data; strategy; organisation; people; customers.

DOI: 10.1504/IJTMKT.2024.141864

International Journal of Technology Marketing, 2024 Vol.18 No.4, pp.399 - 423

Received: 15 Mar 2023
Accepted: 22 Jan 2024
Published online: 02 Oct 2024 *

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