Measuring Digital Marketing Performance: A Balanced Scorecard Approach

Measuring Digital Marketing Performance: A Balanced Scorecard Approach

Tasnia Fatin (Northern University Bangladesh, Dhaka, Bangladesh) and Nayem Rahman (Portland State University, Portland, USA)
Copyright: © 2020 |Pages: 15
DOI: 10.4018/IJAMTR.2020010101

Abstract

Ever since its inception in the early 1990s, digital marketing has received significant attention as marketing strategies in industry and academia. The advent of the Internet and related information technologies has initiated the new marketing framework for business and business-related strategies. Companies have been taking significant actions to switch from traditional marketing to digital marketing strategies. Even then, the marketing performance measurement practices in this field are reported to be less developed. This article is an attempt to examine digital marketing media and its campaigns and provide a framework to measure the performance of digital marketing. To measure the performance of digital marketing campaigns, the article uses the balanced scorecard approach devised by Kaplan and Norton. In this article, descriptive comprehension is provided on the measurement of digital marketing performance. The measurement incorporates four perspectives such as customer, business value, internal processes, and growth and innovation. The outcome of this work may help managers and researchers gain insights into the theoretical and practical strategic characteristics of digital marketing and its performance measurement.
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2. Literature Review

With the advent of the internet followed by the inception of social media, marketing campaigns have taken a new shape. Now social media such as Facebook, Twitter, LinkedIn, YouTube, Instagram, Google+ and many other tools and technologies are being used to run marketing campaigns. Prior to the internet era, companies had been involved in only traditional marketing in terms of print advertisements on newspapers, magazines, billboards, commercials on TV and radio for decades. Switching to digital marketing has resulted in a huge shift in marketing campaigns to reach customers (Akhter & Rahman, 2019). The question is how we know if digital marketing is working and who should companies trust with their marketing (Cave, 2016)?

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