Management Information Systems: Managing The Digital Firm -- Student Value Edition (16th Edition)
Management Information Systems: Managing The Digital Firm -- Student Value Edition (16th Edition)
16th Edition
ISBN: 9780135191927
Author: Kenneth Laudon, Jane Laudon
Publisher: PEARSON
Question
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Chapter 7, Problem 2IQ
Program Plan Intro

 Digital marketing:

  • Digital marketing refers to the marketing of services or products using digital technologies.
  • Its main source is Internet but also it was promoting in the display advertising, mobile phones and other digital medium.
  • Basically, it is used for brand promotion and for band awareness.

Explanation of Solution

 Measuring the effectiveness of the social media campaign and audience growth:

 The effectiveness of social media campaign is measured in five ways. They are as follows:

  • Determine the business goals
  • Create metrics to measure the business goals
  • Measure
  • Monitor and report
  • Adjust and report

 Determine the business goals:

  • Social media is used for many purposes, first of all one must clear the goals before going to measure every single tweet, comments or photo about the business.
  • The goals include what one must try to gain or accomplish via these social media and which channels are most relevant to those goals.
  • Create a list of what one must be trying to achieve from the social media efforts.
  • Second thing is how audience will react on the user’s content by seeing their advertisements on the social media.

 Create metrics to measure the business goals:

 One must match the goals with the actual metrics and behaviors that one can measure...

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