Digital Marketing Utilization Index for Evaluating and Improving Company Digital Marketing Capability

The convergence of information technology, media, and telecommunications has altered consumer behavior in terms searching, obtaining, processing, responding to a company’s or services. ability company plan, implement, manage digital marketing increase its competitiveness the eyes consumers is referred as capability. This research presents utilization index (DMUI) evaluate improve DMUI made up three components: innovation ecosystem readiness, adoption transformation. Based on data from 217 companies Indonesia, results show that Indonesia an average 71.97, indicating level capabilities medium category. They can their by increasing role managerial innovativeness, organizational perceived usefulness. Furthermore, businesses must carry out transformation governing reinvention new business models. Finally, addition implementing via websites, social mobile marketing, content they emphasize importance analytics, CRM, advertising, display advertising capabilities.