Digital transformation has strongly influenced the marketing mix. Among other changes, digital products have different characteristics, new pricing models are possible, and much more data is available in all « 4Ps » of marketing. This creates significant challenges for Small and Medium-sized Enterprises (SMEs). They, for example, often lack the financial resources and specialised know-how to adapt. This master’s thesis addresses the challenges faced by SMEs by developing a maturity model specifically tailored for the digital marketing of digital products.

As a research methodology, Design Science Research (DSR) was used in this master’s thesis. A semi-systematic literature review was conducted to identify the impact of digitalisation on the traditional "4Ps" of marketing. These findings laid the ground for the first version of the maturity model, which was then refined through three iterations of semi-structured interviews with academic experts and industry practitioners. The resulting artefact is a maturity model comprising five core dimensions: Product, Place, Price, Promotion, and Strategy. The inclusion of "Strategy" as a fifth dimension addresses the increased interconnectedness of the marketing mix in the digital age.

The maturity model was integrated into the ABILI platform and evaluated through a pilot study with the Swiss SME Comparis. The results confirm the model's utility, completeness, and comprehensibility. The findings demonstrate that the maturity model effectively supports SMEs in systematically assessing their current status, identifying capability gaps, and developing strategic improvement roadmaps. This thesis contributes to the body of knowledge by providing a scientifically grounded yet practically applicable tool for managing digital marketing transformation.