Bowling Green State University ScholarWorks@BGSU Master of Arts in Media and Communication Plan II Graduate Projects School of Media and Communication Summer 7-7-2017 Proving Marketing ROI: A Digital Marketing Framework Andrew Wiltsie Bowling Green State University,
[email protected] Follow this and additional works at: https://scholarworks.bgsu.edu/ms_smc Part of the Advertising and Promotion Management Commons, Marketing Commons, Public Relations and Advertising Commons, and the Social Media Commons Recommended Citation Wiltsie, Andrew, "Proving Marketing ROI: A Digital Marketing Framework" (2017). Master of Arts in Media and Communication Plan II Graduate Projects. 2. https://scholarworks.bgsu.edu/ms_smc/2 This Plan II Graduate Project is brought to you for free and open access by the School of Media and Communication at ScholarWorks@BGSU. It has been accepted for inclusion in Master of Arts in Media and Communication Plan II Graduate Projects by an authorized administrator of ScholarWorks@BGSU. June 30, 2017 Proving Marketing ROI: A Digital Marketing Framework Andrew Wiltsie A master’s project submitted to the faculty of Bowling Green State University in partial fulfillment of the requirements for the degree of Master of Arts in Media and Communication with a Specialization in Strategic Communication Dr. Claudia Y. Owens, D.M. Date Approved: June 30, 2017 PROVING MARKETING ROI: A DIGITAL MARKETING FRAMEWORK ii Executive Summary The era of digital marketing has arrived full steam ahead, and there appears to be no end in sight. While the old-fashioned, proven methods of traditional marketing (such as television, radio, and print) still hold their place in shopper marketing today, the rapid evolution of technology caused by the Internet has led to a correspondingly rapid shift from traditional marketing to digital marketing channels.