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Digital advertising in the post-cookie erastrategic campaign planning across the customer journey /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Digital advertising in the post-cookie eraby Alexander Schwarz-Musch, Alexander Tauchhammer, Bernhard Guetz.
其他題名:	strategic campaign planning across the customer journey /
作者:	Schwarz-Musch, Alexander.
其他作者:	Tauchhammer, Alexander.
出版者:	Wiesbaden :Springer Fachmedien Wiesbaden :2025.
面頁冊數:	xii, 169 p. :ill., digital ;24 cm.
Contained By:	Springer Nature eBook
標題:	Internet advertising.
電子資源:	https://doi.org/10.1007/978-3-658-47100-2
ISBN:	9783658471002$q(electronic bk.)

Digital advertising in the post-cookie erastrategic campaign planning across the customer journey /
Schwarz-Musch, Alexander.

Digital advertising in the post-cookie erastrategic campaign planning across the customer journey /[electronic resource] :by Alexander Schwarz-Musch, Alexander Tauchhammer, Bernhard Guetz. - Wiesbaden :Springer Fachmedien Wiesbaden :2025. - xii, 169 p. :ill., digital ;24 cm. - Business guides on the go,2731-4766. - Business guides on the go..

1. Advertising in a digital environment -- 2. Campaign planning and implementation -- 3. Social media advertising -- 4. Search engine advertising -- 5. Display advertising.

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.

ISBN: 9783658471002$q(electronic bk.)

Standard No.: 10.1007/978-3-658-47100-2doiSubjects--Topical Terms:

208231
Internet advertising.

LC Class. No.: HF6146.I58

Dewey Class. No.: 659.144

Digital advertising in the post-cookie erastrategic campaign planning across the customer journey /
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