An Analytical Study of Digital Advertising Strategies and Measuring Their Effectiveness

Author: Kavita Saxena, Surbhi Mittal

Abstract:
Digital Advertising strategies such as Search Engine Optimization (SEO), Search Engine Marketing (SEM), Content Marketing, Influencer Marketing, E-Mail, Direct Marketing etc. have become very common due to the association between the technical innovation and online advertising. Due to this, the need of Key Performance Indicators (KPIs) has also arisen, against which the performance of e- commerce business could be measured. The KPIs once determined can not only help an e- commerce company to form an effective marketing strategy in this dynamic digital world, but can also aid in improving the effectiveness of the business by providing tools to measure the actual performance against the estimated standards. This paper depicts the latest digital advertising strategies, their functionality, how to form KPIs for the e- business so as to measure the business performance against these and to improve the effectiveness of the strategies on the business.

Keywords:Online advertising strategies, KPIs, Measurement tools, advertising effectiveness

DOI:

International Journal of Trade & Commerce (Vol: 8 Issue:1)