Digital marketing capability is the company’s ability to plan, manage, and implement digital marketing strategies in new marketing arenas.
Based on this definition, we can conclude that there are 3 dimensions forming a company’s digital marketing capability, namely the first is the ability to plan digital marketing, the second is the ability to manage, and the third is the ability to apply effective and efficient digital marketing techniques and methods.
The company is said to be capable of doing digital marketing planning if it can determine digital marketing goals and targets, as well as key indicators for the success of achieving digital marketing goals, as well as the appropriate budget and investment to achieve digital marketing success.
While the company is said to be capable of carrying out internal governance for digital marketing if it has been able to select and allocate the right resources to run digital marketing, such as employees, skills, organizational structure, strategy, internal system mechanisms, corporate culture, and values. shared values to support the company’s implementation of digital marketing.
Furthermore, the company is said to have the ability to implement digital marketing when the company has been able to reach its customers through digital platforms, the company is also able to interact with its customers through an online system, and finally the company is able to sell the company’s products or services online.
Aside from that, the company has good relationships and support from its customers via digital channels.
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