DOES THE PROCESS WORK ?

In this research, the working principles of digital marketing channels; the importance of being measurable; what is testing and the importance of testing; what is owned, paid and earned media; what is belonging modeling, what are KPIs, why to use and how to choose, includes the results of examining the topics.

Each digital marketing channel, which follows the operation of digital marketing channels and gets the results of the performance measurements and knows the importance of being measurable and testing to improve themselves on these results, can continue to work on their media tools and direct response advertising.

Other issues that are also important for each marketing channel that can be tested and measured are belonging modeling and KPI. All detailed explanations about these five topics that will be included under each of the main titles are given below.

THE IMPORTANCE of BEING MEASURABLE

Monitoring and measurement are primarily discipline, or a state of mind, which must be integrated upstream of the marketing process, in the same way as other activities. Measuring involves the formulation of clear objectives which requires a common language between the project’s actors and this in turn facilitates communication and the development of marketing actions. If we are not clear about these objectives, anda re unable to communicate and measure them, then the various stakeholders, particularly the financial and general departments, may well question the value of digital marketing.

The more company is accustomed to metrics for managing, the more it will seek to incorporate the measurement of the effectiveness of digital marketing. A good example of this is provided Procter&Gamble (P&G), the largest global advertiser. (Flores, 2014).

In the case of P&G, it is typically less the size of investment and more culture of measurement that dictates the need for momnitoring (Flores, 2014).

Performance measurement and analytics initiatives benefit from an organizational culture that favors data-driven decision making, cooperation, and information sharing

Although one important objective of measuring marketing performance is to demonstrate the contribution of marketing to business performance, the measurement data should also be exploited to optimize current activities and guide decision making.

References

Flores, L. (2014). The Advertiser. L. Flores içinde, How To Measure Digital Marketing : Metrics for Assessing Impact and Designing Success (s. 17). UK: PALGRAVE MACMILLAN.