Digital Marketing

Tools, Techniques and Best Practices for Graduate Students and Managers

AvKlaus Solberg Söilen

Inbunden, Engelska, 2024

Del i serien Springer Texts in Business and Economics

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Beskrivning

This textbook balances the theory of digital marketing with the practical skills for prospective marketers in professional organizations, both public and private. It begins with an introduction to the digital landscape following the structure of market segmentation, B2C, B2B applications, as a starting point, of digital marketing.

Produktinformation

Utgivningsdatum:2024-12-03
Mått:155 x 235 x 32 mm
Vikt:891 g
Format:Inbunden
Språk:Engelska
Serie:Springer Texts in Business and Economics
Antal sidor:457
Förlag:Springer International Publishing AG
ISBN:9783031695179

Utforska kategorier

Affärsförhandlingar inom Ekonomi och Ledarskap
Affärsapplikationer inom Data och IT
Arbetspsykologi inom Psykologi och pedagogik

Mer om författaren

Klaus Solberg Söilen is a Professor of Management at Halmstad University, Sweden. He has taught management-related courses for more than twenty-five years and has been a consultant for even longer. Before entering academia, he worked at several multinational companies, including KPMG Oslo. He has more than a hundred publications to his name and was the editor-in-chief of the Journal of Intelligence Studies in Business (JISIB) for 12 years, until 2024. He has also published scholarly and practice-based books, including "Exhibit Marketing and Trade Show Intelligence" (Springer, 2013).

Innehållsförteckning

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.