Management and Measurement of the Performance of Digital Marketing

Milton Kotler, Tiger Cao, Sam Wang, Collen Qiao and Yuheng Zhang

Chapter 10 in Marketing Strategy in the Digital Age:Applying Kotler's Strategies to Digital Marketing, 2020, pp 344-367 from World Scientific Publishing Co. Pte. Ltd.

Abstract: One reason that the emergence of digital marketing is significant is that enterprises can have precise marketing analysis and management. An increasing number of enterprises start to realize that it is essential to measure or evaluate the “brimming” numbers in marketing through a systematic approach and process the data into “good numbers” contributing to sound strategic and organizational ambitions. To better evaluate the performance of digital marketing, it is necessary to read the latest and most commonly used indicators and simplify these indicators by a target-oriented and “vanity-free” approach. In particular, marketing people in the digital era need to keep a close eye on marketing measurement based on social media and customer purchasing behaviors to obtain accurate feedback on marketing investment.

Keywords: Marketing; Strategy; Digital Era; 4R; Recognize; Reach; Relationship; Return; Digital Transformation; Data; Technology; Growth; Kotler; Tiger Cao; Sam Wang; Collen Qiao (search for similar items in EconPapers)
JEL-codes: L26 M16 M31 (search for similar items in EconPapers)
Date: 2020
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