Digital marketing and the online presence of the dairy industry in the Veneto region: A performance analysis

Abstract

The present work aims at measuring the digital marketing activities and the online presence of a sample of 21 companies operating in the dairy industry of the Veneto region. Firstly, a theoretical overview of the concept of digital marketing and its major activities as well as a literature review about performance measurement of digital marketing is provided. Later, the empirical analysis is conducted with a qualitative method investigating the adoption of digital marketing activities and the business performance of the sample through AIDA economic data. To identify the connection between the economic performance and the adoption of digital marketing, the research ends with the discussion of the questionnaires and interviews collected to deeper investigate some companies included in the sample.