Téléchargez le livre : Digital Advertising in the Post-cookie Era

Digital Advertising in the Post-cookie Era

Strategic Campaign Planning Across the Customer Journey

de

, ,

Éditeur :

Springer


Paru le : 2025-03-06



eBook Téléchargement , DRM LCP 🛈 DRM Adobe 🛈
Lecture en ligne (streaming)
42,19 €
Téléchargement immédiat
Dès validation de votre commande
Ajouter à ma liste d'envies
Image Louise Reader présentation

Louise Reader

Lisez ce titre sur l'application Louise Reader.

badge apple Application Louise Reader
badge Android Application Louise Reader
Description

This book explains how companies can successfully plan and implement their online campaigns – even after the end of third-party cookies. Campaigns on social media platforms, in search engines, and through display advertising can still be effective if potential customers are targeted accurately.
The authors demonstrate how this can work without cookies: developing a "Minimum Viable Persona" and defining campaign groups along the customer journey play central roles. For each touchpoint on the path to purchase, milestones must be tracked, allowing the effectiveness and efficiency of the measures to be easily verified.
A resource for marketing professionals seeking solutions in the post-cookie era to continue reaching their target audiences without waste coverage.
Pages
169 pages
Collection
n.c
Parution
2025-03-06
Marque
Springer
EAN papier
9783658470999
EAN PDF
9783658471002
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
16
Taille du fichier
3871 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
42,19 €
EAN EPUB
9783658471002
Informations sur l'ebook
Nombre pages copiables
1
Nombre pages imprimables
16
Taille du fichier
2345 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
42,19 €

Prof. Dr. Alexander Schwarz-Musch is Professor of Marketing and Market Research and Head of the Master's degree program in Business Development & Management at the Carinthia University of Applied Sciences (Austria).

Hon. Prof. (FH) Alexander Tauchhammer built up digital marketing worldwide at the company Dr. Oetker and is Professor of Digital Transformation at the Carinthia University of Applied Sciences (Austria).

Dr. Bernhard Guetz, BA MSc is a lecturer and researcher in the field of Marketing & Digital Marketing and Head of the bachelor's programme in Digital Marketing & Sales at the Carinthia University of Applied Sciences (Austria).

Suggestions personnalisées