Proceedings of the 7th International Conference on Applied Research in Business, Management and Economics
Year: 2024
DOI:
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The Influence of Companies’ Digital Maturity Level on Their Customer Acquisition Success
Dominique Futterer, Anna-Maria Wassermann
ABSTRACT:
Companies across all industries are facing ever-growing challenges and have to adapt quickly to the constantly changing market conditions. There is a need for a professional approach to digital B2B customer acquisition to overcome the highly competitive rivalry on the market and increase turnover. The present study analyses if there is an association of the digital maturity level of a company and its customer acquisition success in the more digitally conservative oil and gas industry. Further, it is intended to find out whether an eCRM tool and content personalization is more intensively used by companies with at least a minimum medium digital maturity level. The results show that the customer acquisition success increases with the company’s digital maturity. Further, it is perceived that by leveraging personalized content and optimizing digital strategies, organizations might strengthen their market position and achieve sustainable success in customer acquisition. This is supported by a higher digital maturity and the use of an eCRM tool. Therefore, it might be essential for companies to prioritize digital transformation efforts to stay ahead. The study results provide marketers and managers reasons for driving digitalization forward and support the development of an adequate strategy for their future customer acquisition as the O&G industry need to catch up as it still shows a medium overall digital maturity level. Moreover, the research study contributes to existing theory as it provides an enlarged framework for assessing the digital maturity level from a perspective that is more focused on sales and marketing.
keywords: Customer acquisition, digital maturity, digitalization, eCRM, personalized content