Digital Advertising in the Post-coo - E-book

eBook

Digital Advertising In The Post-cookie Era - ENG

Strategic Campaign Planning Across The Customer Journey

Alexander Schwarz-Musch; Alexander Tauchhammer; Bernhard Guetz

eBook

$900.00

Disponible

Información adicional
Sinopsis

ISBN:	9783658471002
Formato:	ePub
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Publicidad y Promoción
Año de publicación:	2025-03-06

This book explains how companies can successfully plan and implement their online campaigns â€“ 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.

eBooks