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Digitale Werbung in Der Post-cookie-ära: Strategic Campaign Planning Across the Customer Journey - Couverture rigide

Schwarz-Musch, Alexander; Tauchhammer, Alexander; Guetz, Bernhard

 
9783658470999: Digitale Werbung in Der Post-cookie-ära: Strategic Campaign Planning Across the Customer Journey
Couverture rigide
ISBN 10 : 3658470992 ISBN 13 : 9783658470999
Editeur : Springer Fachmedien Wiesbaden, 2025

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

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).

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Springer Fachmedien Wiesbaden
Date d'édition
2025
Langue
anglais
ISBN 10 
3658470992
ISBN 13 
9783658470999
Reliure
Relié
Nombre de pages
181
Coordonnées du fabricant
Springer Nature Customer Service Center GmbH
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