Digital marketing capability: the mystery of business capabilities

Abstract

Purpose

This study aims to advance the understanding of digital marketing capability by conducting a comprehensive, systematic review of relevant literature at the firm level.

Design/methodology/approach

The study utilizes categorization and contextualization of qualitative methodologies to review the literature, using Scopus databases to collect 57 journals with 143 peer-reviewed papers as the main focus. The research gaps and DMCs were analyzed and synthesized and presented as collective categorization together with the proposed future direction framework.

Findings

This study proposed the relevance of digital marketing capabilities for businesses and the key measurement of business performance. The proposed dimensions of the digital marketing capabilities framework are to identify new research directions for both marketing and IT strands.

Originality/value

This study classify five main different themes in digital marketing incorporating with digital technologies (DTs) era and proposed relevance of digital marketing capabilities for businesses (B2C and B2B) and keys measurement of business performances.

Citation

Apasrawirote, D., Yawised, K. and Muneesawang, P. (2022), "Digital marketing capability: the mystery of business capabilities", Marketing Intelligence & Planning, Vol. 40 No. 4, pp. 477-496. https://doi.org/10.1108/MIP-11-2021-0399