REFINING DIGITAL MARKETING TAXONOMIES: ADVERTISING PLATFORMS AND DIGITAL METRICS
REFINING DIGITAL MARKETING TAXONOMIES: ADVERTISING PLATFORMS AND DIGITAL METRICS

Summary/Abstract: Digital marketing is a young and still evolving scientific discipline. Emerging technologies are improving the functionality of platforms and advertising formats, affecting purchase models and influence the variability of targeting options. For marketing managers, it is necessary to stay in touch with all these new trends. However, due to the dynamism of the digital environment this might bevery difficult. This article introduces an original categorisation of digital advertising platforms by organising the existing variables used in digital marketing and defining the links between them, along with creating a taxonomy of digital metrics used to measure effectivity of digital communication campaigns. This overview of all digital variables that affect the efficiency of spreading the message about the brand is helping marketing managers understand links and connections between them and better focus on digital media creativity. The result is a digital media strategy which can deliver the campaign message to the right target group, at right time and through the right channels.

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