A Survey for Investigating Key Performance Indicators in Digital Marketing

Abstract

Participation in social networks has increased dramatically in recent years. Digital marketing is one of the most important strategies that with the advent of the Internet, not only as one of the possible methods for marketing, but in many cases, is considered as the most important marketing method. This is doubly important when looking at the startup ecosystem where companies usually have more limited budgets, because in many cases, internet marketing is relatively inexpensive and is considered a strong point for startups. On the other hand, today's digital world is challenging traditional marketing, and virtually no presence in the digital space comes at the cost of a serious reduction in marketing outputs and the continued superiority of competitors. Obviously, in such an environment, digital marketing becomes a priority for companies and various manufacturing and service companies. But evaluating the performance of digital marketing and defining appropriate performance indicators is a bit difficult due to the relative novelty of this concept and its different atmosphere from traditional marketing. For this reason, and considering the importance of the issue, in this paper, the key performance indicators in digital marketing are analyzed and their importance is determined using a decision-making approach. Understanding the importance and priority of indicators can lead businesses to make more accurate decisions.