What is the relationship between KPIs, company values, and an organization’s digital marketing strategy?
How do companies prioritize which KPI’s to create and embed in analytic
efforts? Provide three examples of a digital marketing-related KPI from
your organization and discuss how these relate to your organization’s
values.
Part B: Discuss intersection of this week’s reading and media:
After watching the video on Digital
Ecosystems and reading Kingsnorth Ch. 2 on digital ecosystems, examine
your own organization’s digital ecosystem and identify the various
channels and efforts to connect to consumers. How effective are these
channels? Are there outreach avenues and brand awareness efforts that
are not being fully utilized or have not been implemented? How might
your organization strengthen its digital ecosystem to maximize consumer
reach and engagement?
Part C: Respond to this week’s ethics case:
Gringarten Ch. 8 highlights an
increasingly ethical approach to business where companies embed a social
good narrative into both their business operations and their
organizational branding. “The very orientation of business has to change
– from mere pursuit of profit making to more social and environmental
purposes” (pg. 116). In looking at the examples provided in Ch. 8, how
might a company measure its ethical branding success across the digital
ecosystem? What KPIs would you establish to track and measure digital
marketing efforts?
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