The Contribution of marketing mind in enhancing digital maturity A field study of the opinions of a sample of administrative leaders in Mazi Commercial Group in Duhok Governorate

Abstract

The current study aims to highlight the role that marketing activity plays in achieving the marketing mind by enhancing digital maturity, which is considered a key pillar for organizations seeking to interact with their visions. Digital maturity is regarded as a strategic entry point for marketing in various sectors, as it represents a strategic approach involving stakeholders in defining the marketing orientation and establishing the organization's position through long-term mutual benefit. This, in turn, leads to the realization of the marketing mind. The research problem lies in exploring the relationship between the marketing mind and digital maturity. The marketing mind was measured using three dimensions: Marketing Response, Customer Attraction, and Sales Conversion. Digital maturity was measured using six dimensions as well: Digital Strategy, Digital Market, Digital Operations, Digital Culture, Digital Technology, And Digital Customers, A descriptive analytical method was adopted in collecting the data, and the sample consisted of (182) individuals from the administrative leaders of the commercial group "Mazi Group" in Duhok. The data was analyzed using the statistical software (SPSS V.27) The study found a statistically significant correlation between the marketing mind and digital maturity. The study also emphasized the importance of adopting contemporary marketing approaches to support strategic decisions and digital orientation to ensure sustainability and achieve a competitive advantage.