Balanced Scorecard as a Tool to Evaluate Digital Marketing Activities

Abstract

Digital marketing has become significantly important to the industry and academia as one of the most effective marketing media ever since its inception in the early 1990s. Business-related people have discovered a new marketing framework by the advent and quick expansion of internet and information technology. Most of the companies are creating new dimensions in their businesses by taking numerous actions to switch to digital marketing from or add digital marketing to their traditional marketing strategies. But the evaluation practices of these newly developed digital marketing activities do not seem to have developed proportionately. This article is an attempt to examine digital marketing media and its campaigns and provide a framework to evaluate the digital marketing activities. To evaluate the performance of digital marketing campaigns, this article uses the balanced scorecard approach devised by Kaplan and Norton. Managers and researchers are expected to get insights into the different aspects of digital marketing and its effective evaluation tools from the outcome of this article.