LEADER 04254nam 22006375 450 001 9910913791603321 005 20251029194015.0 010 $a9783031695186 010 $a3031695186 024 7 $a10.1007/978-3-031-69518-6 035 $a(CKB)36812803800041 035 $a(MiAaPQ)EBC31812110 035 $a(Au-PeEL)EBL31812110 035 $a(OCoLC)1481803280 035 $a(DE-He213)978-3-031-69518-6 035 $a(EXLCZ)9936812803800041 100 $a20241203d2024 u| 0 101 0 $aeng 135 $aur||||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aDigital Marketing $eTools, Techniques and Best Practices for Graduate Students and Managers /$fby Klaus Solberg Söilen 205 $a1st ed. 2024. 210 1$aCham :$cSpringer Nature Switzerland :$cImprint: Springer,$d2024. 215 $a1 online resource (463 pages) 225 1 $aSpringer Texts in Business and Economics,$x2192-4341 311 08$a9783031695179 311 08$a3031695178 327 $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. 330 $aThis textbook balances the theory of digital marketing with the practical skills for prospective marketers in professional organizations, both public and private. It begins with an introduction to the digital landscape following the structure of market segmentation, B2C, B2B applications, as a starting point, of digital marketing. It then takes the readers through the customer journey, use of social media, and the rising importance of video-based communication. Given this background, students will learn the organization, technical skills and project management needed for digital marketing, including online public relations, communications, and internet branding. An extensive summary of strategies necessary to work with digital marketing in a longer perspective is also provided. . 410 0$aSpringer Texts in Business and Economics,$x2192-4341 606 $aMarketing 606 $aConsumer behavior 606 $aBusiness information services 606 $aMarketing 606 $aConsumer Behavior 606 $aIT in Business 606 $aMàrqueting per Internet$2thub 608 $aLlibres electrònics$2thub 615 0$aMarketing. 615 0$aConsumer behavior. 615 0$aBusiness information services. 615 14$aMarketing. 615 24$aConsumer Behavior. 615 24$aIT in Business. 615 7$aMàrqueting per Internet 676 $a658.872 700 $aSøilen$b Klaus Solberg$01627051 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910913791603321 996 $aDigital Marketing$94448591 997 $aUNINA