How to Measure Digital Marketing [electronic resource] : Metrics for Assessing Impact and Designing Success /
Flores, L.author.
Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help marketers navigate the digital world.
Part 1 Devising a measure of effectiveness applicable to digital marketing; 1 Definitions of and actors involved in digital marketing''s return on investment; 2 The digital market and the main objectives of digital marketing; Part 2 From the design to the implementation of a digital marketing effectiveness measure; 3 The different types of metrics and KPIs available: ""quantitative"" vs. ""qualitative""; 4 Measuring paid media; 5 Measuring owned media; 6 Measuring earned media
Part 3 Digital marketing in the service of brand and business development 7 From 360° communication to integrated marketing communication; 8 Digital dashboards: a tool for managing the effectiveness of digital marketing and integrated marketing communication (IMC) ; 9 Conclusion and future prospects; Index
Includes index.
Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help marketers navigate the digital world.
Marketing.
Market research.
E-business.
Electronic commerce.
E-commerce.
Marketing.
Market Research/Competitive Intelligence.
e-Business/e-Commerce.
How to measure digital marketing : metrics for assessing impact and designing success.