Why Digital Marketing Matters for Nonprofit Institutions : The Business Interest Associations in Europe and Us

This article delves into how nonprofit institutions, specifically Business Interest Associations (BIAs), have undertaken their Internet appearance applying digital marketing techniques. For this purpose, and using big data tools, the presence and monitoring by Internet users of 102 BIAs, with their websites and social networks, in 36 countries in Europe and the United States is analyzed. The research develops a proprietary indicator, Digital Development Index, to measure digital presence.The main objective is to identify what kind of mistakes and successes are being made by BIAs in the application of digital marketing techniques on the Internet to establish a list of good practices to increase their relevance and get closer to their target audiences within the digital ecosystem.Additionally, the gap between the social and business reality and the current scenario of content dissemination on the Internet of BIAs is discussed