Understand the digital marketing environment with KPIs and web analytics in the healthcare environment.
Subject Areas : marketing
Neda Kavosi
1
(
Banker
)
Keywords: KPI, health services, Delphi fuzzy, Digital Marketing, Web Analytics,
Abstract :
Nowadays, with the expansion of business space on the basis of digital services, the use of this space in order to develop marketing activities has expanded more than before, but to develop this marketing, it is necessary to determine indicators in spaces related to digital field such as website. The key to success and executive action. Without accurate knowledge of key indicators in this area, marketing activities can not be directed in the right direction and should be done using appropriate methods to determine the key indicators of digital marketing, which is considered in this article. This research is in the field of applied research in terms of method, which is a descriptive survey research. To analyze the data, the opinions of the expert group in the field of health marketing have been used. Also, the data analysis tool is the fuzzy Delphi method and the data collection method is a questionnaire. Based on the results of this research, indicators have been identified in the two sections of digital marketing and web analysis, and 16 key indicators have been presented. Using the opinions of 12 experts, these indicators have been evaluated, based on which all these indicators have been approved as key indicators.
_||_
آخوندی، هادی و تاجفر، امیرهوشنگ (1400). تاثیر راهبردهای بازاریابی دیجیتال بر عملکرد و رفتار مشتریان کلینیک های زیبایی (با تاکید بر انتقادها و تبلیغات کلامی الکترونیکی)، هشتمین کنفرانس بین المللی حسابداری، مدیریت و نوآوری در کسب و کار، تهران.
میرجلیلی، سیداحسان (1400). تاثیر تحول دیجیتال و بازاریابی دیجیتال بر تبلیغ تجاری، موقعیت یابی و تجارت الکترونیک(مورد مطالعه شرکتهای دانش بنیان)، پنجمین کنفرانس بین المللی تحولات مدیریت، اقتصاد و حسابداری، تهران.
مهاجر، سید محمد (1400). افزایش اعتماد مصرف کننده با استفاده از بازاریابی محتوای دیجیتال، هشتمین کنفرانس بین المللی بازرگانی، تهران.
نعمتی، حسین و عسگرنژادنوری، باقر و زارعی، قاسم و نعمتی قره تپه، حسن (1400). بررسی تاثیرات هوش مصنوعی در تحولات فناوری های بازاریابی دیجیتال، هشتمین کنفرانس ملی اقتصاد، مدیریت و حسابداری، شیروان.
Aswani, R., Kar, A. K., Iavarasan, P.V. and Dwivedi, Y.K. (2018). Search engine marketing is not all gold: Insights from Twitter and SEOClerks. Int. Journa of Inf. Manag, 38, 107–116.
Dotson, J.P., Fan, R. R., Feit, E.M., Oldham, J.D. and Yeh, Y. (2016). Brand attitudes and search engine queries. J. Interact. Mark., 37, 105–116.
Mathews, S., Bianchi, C., Perks, K. J., Healy, M. and Wickramasekera, R. (2016). Internet marketing capabilities and international market growth. Int. Bus. Rev, 25, 820–830.
Bosch, M.V. and Sang, A.O. (2017). Urban natural environments as nature based solutions for improved public health—A systematic review of reviews. J. Transp. Health, 5, S79.
Seggie, S.H., Cavusgil, E. and Phelan, S.E. (2017). Measurement of return on marketing investment: A conceptual framework and the future of marketing metrics. Ind. Mark. Manag, 36, 834–841.
Sanchez, P.R., Cumbreño, E. and Fernández, J.A. (2016). Factores conditionate del marketing móvil: Estudio empírico de la expansión de las apps. El caso de la ciudad de Cáceres. Rev. Estudios Econ. Empres, 28, 37–72.
