Digital Marketing
Tools, Techniques and Best Practices for Graduate Students and Managers
Series: Springer Texts in Business and Economics;
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48 811 Ft
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Product details:
- Edition number 2024
- Publisher Springer Nature Switzerland
- Date of Publication 3 December 2024
- Number of Volumes 1 pieces, Book
- ISBN 9783031695179
- Binding Hardback
- No. of pages457 pages
- Size 235x155 mm
- Language English
- Illustrations XXIX, 457 p. 67 illus. Illustrations, black & white 617
Categories
Long description:
Table of Contents:
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.
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