Chapter 3. Tracking, Measuring, and Understanding the Impact of Integrated Social Media Campaigns

Tracking and measuring returns on investment (ROI) is a sensible way to see if campaigns are working in an organization. Most company executives are passionate about ROI and generally make decisions that maximize profitability. A major advantage of digital strategies is that they enable practitioners to track their progress through new and emerging tools. This makes digital technology interesting. One of the leading tools to maximize ROI in digital technology is the combination of search engines and email marketing. Search engines enable users to find an organization either via natural search or advertisements, often known as search engine marketing ...

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