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Digital marketingtools, techniques and best practices for graduate students and managers /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Digital marketingby Klaus Solberg Söilen.
Reminder of title:	tools, techniques and best practices for graduate students and managers /
Author:	Søilen, Klaus Solberg.
Published:	Cham :Springer Nature Switzerland :2024.
Description:	xxix, 457 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
Subject:	Internet marketing.
Online resource:	https://doi.org/10.1007/978-3-031-69518-6
ISBN:	9783031695186$q(electronic bk.)

Digital marketingtools, techniques and best practices for graduate students and managers /
Søilen, Klaus Solberg.

Digital marketingtools, techniques and best practices for graduate students and managers /[electronic resource] :by Klaus Solberg Söilen. - Cham :Springer Nature Switzerland :2024. - xxix, 457 p. :ill., digital ;24 cm. - Springer texts in business and economics,2192-4341. - Springer texts in business and economics..

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.

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.

ISBN: 9783031695186$q(electronic bk.)

Standard No.: 10.1007/978-3-031-69518-6doiSubjects--Topical Terms:

208232
Internet marketing.

LC Class. No.: HF5415.1265 / .S65 2024

Dewey Class. No.: 658.872

Digital marketingtools, techniques and best practices for graduate students and managers /
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