Digital Advertising in the Post-cookie Era

Strategic Campaign Planning Across the Customer Journey

Inbunden, Engelska, 2025

Av Alexander Schwarz-Musch, Alexander Tauchhammer, Bernhard Guetz

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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.

Produktinformation

Utgivningsdatum2025-03-07
Mått148 x 210 x 15 mm
Vikt356 g
FormatInbunden
SpråkEngelska
SerieBusiness Guides on the Go
Antal sidor169
FörlagSpringer Fachmedien Wiesbaden
ISBN9783658470999
OriginaltitelDigitale Werbung in der Post-Cookie-Ära

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Prof. Dr. Alexander Schwarz-Musch is Professor of Marketing and Market Research and Head of the Master's degree program in Business Development & Management at the Carinthia University of Applied Sciences (Austria).Hon. Prof. (FH) Alexander Tauchhammer built up digital marketing worldwide at the company Dr. Oetker and is Professor of Digital Transformation at the Carinthia University of Applied Sciences (Austria).Dr. Bernhard Guetz, BA MSc is a lecturer and researcher in the field of Marketing & Digital Marketing and Head of the bachelor's programme in Digital Marketing & Sales at the Carinthia University of Applied Sciences (Austria).