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商品詳細
Digital Advertising in the Post-cookie Era : Strategic Campaign Planning Across the Customer Journey.
・ISBN 978-3-658-47099-9 hard EUR 39.99
￥10,688.- (税込) ※（※）価格はご注文時の参考価格となります。
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| 著者・編者 | Schwarz-Musch, Alexander / Tauchhammer, A. / Guetz, B., |
|---|---|
| シリーズ | Business Guides on the Go |
| 出版社 | (Springer, GW) |
| 出版年月 | 2025.04 |
| ページ数 | 169 pp. |
| 言語 | ENG |
| ニュース番号 | ＜743-413＞ |
解説
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.