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
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