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Advertising and Promotion Management
Master of Arts in Media and Communication Plan II Graduate Projects
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Proving Marketing Roi: A Digital Marketing Framework, Andrew Wiltsie
Proving Marketing Roi: A Digital Marketing Framework, Andrew Wiltsie
Master of Arts in Media and Communication Plan II Graduate Projects
The purpose of this study is to analyze emerging literature on the best practices in selecting marketing objectives, web analytics/KPI goals, and marketing mix channels by using digital marketing to provide executives with proof of marketing ROI. Evidence-based research was used to analyze emerging trends in digital marketing by combining literature on setting marketing objectives, web analytic and KPI goals, and selecting marketing mix channels. This study contributes a framework that can be used by both educators and practitioners to showcase the most common practices in digital marketing and how they can be applied to create an effective and efficient …
Transitioning Business-To-Business Marketing Communications To Social Media, Terri S. Gibson
Transitioning Business-To-Business Marketing Communications To Social Media, Terri S. Gibson
Master of Arts in Media and Communication Plan II Graduate Projects
There has been a movement toward digital media marketing channels away from the traditional media marketing channels in the realm of business-to-business (B2B) marketing. This transformation is more than mere semantics. It reflects the recent integration of digital strategies including blogging, social media, and email marketing by B2B marketers. A greater commitment to driving return on investment (ROI) and tracking movement through a website is seen in these strategies. In the rapidly changing digital landscape of B2B marketing, there is a focused emphasis on analytics, which reveals a sharp contrast between traditional media channels and social networking. With traditional media, …