A model proposal for evaluating the success of digital marketing activities and an example of an enterprise software company

The aim of this thesis is to present a model for evaluating the effectiveness of various digital marketing channels and to provide a meaningful integrity between classical marketing success metrics and digital marketing metrics. The model was implemented with a case study in order to create and evaluate the digital marketing plan of a Business to Business (B2B) company and the usability of the model has been tested. First of all in order to reach the goals, classical marketing success metrics were examined. The researches on the effectiveness of digital marketing channels in B2B companies as well as the theories of different digital channels have been examined. The theoretical background is focused on B2B marketing and digital marketing theories as well as search engine marketing, display advertising marketing, content marketing and social media marketing. In addition, the data presented by the digital marketing channels was searched and metrics that marketers could use to evaluate their strategies were put forward. In this study, systematic review methodology was used to develop a comprehensive synthesis of a large number of researches at the stage of development of the model. In order to examine the marketing targets of B2B companies in depth, a case study of a B2B business that provides enterprise planning software in production sector is discussed. The data of the digital marketing channels obtained as a result of the case study and the themes included in the model were evaluated under brand awareness, user interaction and advertising performance. Thus, the data of the digital marketing channels applied for B2B business is evaluated and the usability of the model has been tested.