Title: Evaluate the effectiveness of a digital and social media marketing campaign.
Course: Digital and Social Media Marketing (12162) > Section: Measuring Success in Digital and Social Media Marketing

Evaluation should include

- applying the criteria for judging the effectiveness of a given campaign, including
  - attractiveness and simplicity of design elements
  - design and content appropriate to target audience
  - close relationship to branding/positioning
  - user-friendly interface/experience
  - reasonable load time
  - establishment of credibility/trust
  - simplicity of procedures for placing orders and making payments
  - ease of access to customer service prior to and after the sale
- identifying and applying external analytic tools for KPIs
- integrating systems for tracking analytics (e.g., Google Analytics, Adobe Analytics).

Process/Skill Questions:

- How is social media helpful for digital marketing? Why is it so important?
- To what extent do sales indicate the effectiveness of an e-commerce site?