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6

 Control

Identify a measurement process and metrics (Chapter 12) covering:

● 

Business contribution (channel profitability – revenue, costs, return on investment)

● 

Marketing effectiveness (channel outcomes – leads, sales, conversion rate, chan‑

nel satisfaction)

● 

Online marketing effectiveness (channel behaviour – page impressions, visitors, 

repeat visits, conversion rates).

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Chapter 8  Digital marketing

  Control 

 The control element of the digital marketing plan can be achieved through a combination of 

traditional techniques such as marketing research to obtain customer views and opinions and 

novel techniques such as analysis of  web-  server log files that use technology to monitor whether 

objectives are achieved. (These techniques are reviewed in detail in  Chapter   12   .) Intranets can 

be used to share information amongst marketers and consultants within an organisation.      

  Control 

  Summary 

   1 

  Digital marketing is the application of technology to achieve marketing objectives, 

defined by the Chartered Institute of Marketing as: ‘the management process respon‑

sible for identifying, anticipating and satisfying customer requirements profitably.’