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| book details |
Digitale Werbung in der Post-Cookie-Ära: Gezielte Kampagnenplanung entlang der Customer Journey
By (author)
Alexander Schwarz-Musch
, By (author)
Alexander Tauchhammer
, By (author)
Bernhard Guetz
| on special |
normal price: R 1,887.95
Price: R 1,792.95
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| book description |
Dieses Buch erklärt, wie Unternehmen ihre Onlinekampagnen erfolgreich planen und umsetzen können – auch nach dem Ende der Third-Party-Cookies. Kampagnen auf Social-Media-Plattformen, in Suchmaschinen und mittels Display-Werbung können nach wie vor effektiv sein, wenn potenzielle Kund:innen gezielt angesprochen werden. Die Autoren zeigen, wie das auch ohne Cookies funktioniert: Die Entwicklung einer „Minimum Viable Persona“ und die Definition von Kampagnengruppen entlang der Customer Journey spielen dabei zentrale Rollen. Für jeden Touchpoint auf dem Weg zum Kaufabschluss müssen Etappenziele definiert werden, wodurch Effektivität und Effizienz der Maßnahmen leicht überprüft werden können.Ein Werk für Marketingverantwortliche, die nach Lösungen in der Post-Cookie-Ära suchen, um ihre Zielgruppen weiterhin ohne Streuverluste zu erreichen.
| product details |
Normally shipped |
Available from overseas. Usually dispatched in 14 days
Publisher |
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Published date |
29 Mar 2024
Language |
German
Format |
Paperback / softback
Pages |
172
Dimensions |
210 x 148 x 0mm (L x W x H)
Weight |
0g
ISBN |
978-3-6584-3989-7
Readership Age |
BISAC |
business & economics / e-commerce / internet marketing
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