Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

How Organizations Measure, Manage and Monitor Digital Marketing

How Organizations Measure, Manage and Monitor Digital Marketing

How organizations measure, manage and monitor digital marketing
Jeremy Harris Lipschultz


Digital and social media marketing shifted the focus from advertising-based one-to-many communication toward an interaction and engagement model of social conversation. The earliest social media metrics approaches were concerned with identifying and using as many data points as possible (Sterne, 2010). Over time, social media marketers began to understand the need for systematic observation of social conversation. Measurement and social media management focus on outputs that lead to business outcomes – specifically, those data that demonstrate value-driven organizational effectiveness (Hopp & Gallicano, 2016; Quesenberry, 2019). For example, early measurement of blog audiences identified ‘presence’ in terms of ‘absorbing’ engagement (Hopp & ...

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