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    Chris Marrington

    Surely the only set of metrics that can determine the success of digital marketing are pretty much the same as for any other platform: increased awareness, a growing brand share and an improved bottom line. These are the criteria marketing professionals have always used to measure the effectiveness of any campaign. So it’s problematic to suggest that digital media should be judged any differently. The jury is still out because the link between these real world performance measurements and the number of Likes or Favourites or RTs is still too tenuous to call.

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