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Digital marketing : tools, techniques and best practices for graduate students and managers / Klaus Solberg Söilen

By: Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Springer texts in business and economicsPublisher: Cham, Switzerland : Springer, [2024]Copyright date: © 2024Description: 1 Online-Ressource (xxix, 457 Seiten) : IllustrationenISBN:
  • 9783031695186
Subject(s): Additional physical formats: 9783031695179 | 9783031695193 | 9783031695209 | Erscheint auch als: 9783031695179 Druck-Ausgabe | Erscheint auch als: 9783031695193 Druck-Ausgabe | Erscheint auch als: 9783031695209 Druck-Ausgabe | Erscheint auch als: Digital marketing. Druck-Ausgabe Cham, Switzerland : Springer, 2024. xxix, 457 SeitenDDC classification:
  • 658.8 23
RVK: RVK: QP 650DOI: DOI: 10.1007/978-3-031-69518-6Online resources: Summary: Understanding the Digital Environment -- Big Data and Data Mining -- Data Quality -- Customer Analytics: Profiles, Personas, Personalization -- Monitoring Performance and Crushing the Numbers, KPIs -- Search Engine Optimization (SEO) -- Click Analytics -- The Online Buying Process -- Checkout and Payment Options -- The e-commerce Website and Mobile App -- Information Architecture -- Building an Attractive Site Structure -- Mobile Interface Is All -- The Role of Influencers, Celebrity Endorsements, and Identifying Opinion Leaders -- Storytelling in Marketing -- Stealth Marketing on Social Media -- The Video-First World: How Everything Is Video and Evaluated in Seconds -- Why Music Matters in Digital Marketing -- Drafting the Storyline, Expected Emotions -- Embedding -- Real-Time Video Editing -- Social CRM -- Personal Branding -- Building Brands Online and Brand Identity -- Online Partnerships -- Omnichannel Marketing -- Gamification Strategies -- Cross-Selling and Upselling -- AI and Marketing Automation -- Geolocation of Visitors -- Dropshipping -- Browsing and Purchasing Online -- B2B Digital Marketing -- Impact on Employment -- The Evolution of PR and Communications in the Digital Age -- The Art and Science of Copywriting -- Ethics in Digital Marketing -- Banner and Native Advertising, Display Champaigns -- Digital Cultures -- Strategies and Business Models in Digital Marketing -- Cookies and Privacy Concerns -- Using Google Ads in Digital Marketing -- E-governance -- Social Networks and E-learning -- Digital Healthcare.Summary: This textbook balances the theory of digital marketing with the practical skills for prospective marketers in professional organizations, both public and private. It begins with an introduction to the digital landscape following the structure of market segmentation, B2C, B2B applications, as a starting point, of digital marketing. It then takes the readers through the customer journey, use of social media, and the rising importance of video-based communication. Given this background, students will learn the organization, technical skills and project management needed for digital marketing, including online public relations, communications, and internet branding. An extensive summary of strategies necessary to work with digital marketing in a longer perspective is also provided. .PPN: PPN: 1911777122Package identifier: Produktsigel: ZDB-2-SEB | ZDB-2-BUM | ZDB-2-SXBM
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