Digitale Werbung in der Post-Cookie-Ära

Digitale Werbung in der Post-Cookie-Ära

Alexander Schwarz-Musch / Alexander Tauchhammer / Bernhard Guetz

54,50 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2024
ISBN:
9783658439897
54,50 €
IVA incluido
Disponible
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Sobre IBD

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.

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