Ever since its inception in the early 1990s, digital marketing has received significant attention as marketing strategies in industry and academia. The advent of the Internet and related information technologies has initiated the new marketing framework for business and business-related strategies. Companies have been taking significant actions to switch from traditional marketing to digital marketing strategies. Even then, the marketing performance measurement practices in this field are reported to be less developed. This article is an attempt to examine digital marketing media and its campaigns and provide a framework to measure the performance of digital marketing. To measure the performance of digital marketing campaigns, the article uses the balanced scorecard approach devised by Kaplan and Norton. In this article, descriptive comprehension is provided on the measurement of digital marketing performance. The measurement incorporates four perspectives such as customer, business value, internal processes, and growth and innovation. The outcome of this work may help managers and researchers gain insights into the theoretical and practical strategic characteristics of digital marketing and its performance measurement.

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.