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020 _a9783031695186
_9978-3-031-69518-6
024 7 _a10.1007/978-3-031-69518-6
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aBUS043000
_2bisacsh
072 7 _aKJS
_2thema
100 1 _aSolberg Söilen, Klaus.
_eauthor.
_0(orcid)0000-0002-2427-3148
_1https://orcid.org/0000-0002-2427-3148
_4aut
_4http://id.loc.gov/vocabulary/relators/aut
_988493
245 1 0 _aDigital Marketing
_h[electronic resource] :
_bTools, Techniques and Best Practices for Graduate Students and Managers /
_cby Klaus Solberg Söilen.
250 _a1st ed. 2024.
264 1 _aCham :
_bSpringer Nature Switzerland :
_bImprint: Springer,
_c2024.
300 _aXXIX, 457 p. 67 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aSpringer Texts in Business and Economics,
_x2192-4341
505 0 _aUnderstanding 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.
520 _aThis 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. It then takes the readers through the customer journey, use of social media, and the rising importance of video-based communication. Given this background, students will learn the organization, technical skills and project management needed for digital marketing, including online public relations, communications, and internet branding. An extensive summary of strategies necessary to work with digital marketing in a longer perspective is also provided. .
650 0 _aMarketing.
_9521
650 0 _aConsumer behavior.
_957391
650 0 _aBusiness information services.
650 1 4 _aMarketing.
_9521
650 2 4 _aConsumer Behavior.
_957391
650 2 4 _aIT in Business.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer Nature eBook
776 0 8 _iPrinted edition:
_z9783031695179
776 0 8 _iPrinted edition:
_z9783031695193
776 0 8 _iPrinted edition:
_z9783031695209
830 0 _aSpringer Texts in Business and Economics,
_x2192-4341
_969742
856 4 0 _uhttps://doi.org/10.1007/978-3-031-69518-6
912 _aZDB-2-BUM
912 _aZDB-2-SXBM
999 _c65452
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