Marketing communication measurement in the digital age
Journal Title: Zeszyty Naukowe Wyższej Szkoły Bankowej w Poznaniu - Year 2016, Vol 67, Issue 2
Abstract
The significance of digital communication is still increasing and further growth is to be expected. The question about its measurement (digital tools, activities, and results) has been raised. The purpose of this paper is to evaluate the possibilities of the implementation of the traditional marketing communication approach. Analyses focuses on four main areas – levels, fields of measurement, as well as, the measurement system and process. The paper concludes that the traditional approach may be applied to digital communication.
Authors and Affiliations
Robert Kozielski
Keywords
Related Articles
- EP ID EP213395
- DOI -
- Views 107
- Downloads 0
Rola gmin we wspieraniu projektów innowacyjnych przedsiębiorstw
Celem artykułu jest analiza zaangażowania gmin w rozwój innowacji przedsiębiorstw w Polsce oraz identyfikacja instrumentów, jakie obecnie stosowane są na szczeblu lokalnym. Przedmiotem analizy są badania przeprowadzone w...
The Leadership Profile and Its Impact on Life in the Workplace Based on a Survey of Representatives of Generations: Baby Boomers, X and Millennials
The article presents a contemporary profile of the leader taking into account the growing importance of the adaptive role of emotions and the function they play in the workplace. The author describes how current expectat...
E-learning as a Tool in Spreading Knowledge in Organization Management
Thanks to e-learning employees of an organization learn what they need at a given moment, what they need to learn in a specific place and time, at their own pace and in their preferred way. E-learning provides the standa...
Customer Value in Regionalne Centrum Gospodarki Wodno-Ściekowej in Tychy
Nowadays it is imperative for companies operating in various industries and catering for different mar¬ket segments to create and deliver unique value to their customers. Currently, in the consumer economy, there is no d...
An Innovative Approach to the Evaluation of Efficiency in the Financial Industry – The Case of Slovakia
The financial industry is undergoing a period of rapid change in market share, competition, technology, and the demands of the consumer. The aim of the paper is to answer, how two of the most important fields of the fina...