Digital Advertising in the Post-cookie Era

Strategic Campaign Planning Across the Customer Journey
Erscheinungsjahr 2025
ISBN: 978-3-658-47099-9
Verlag: Springer

Buch, Englisch, 169 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 356 g

Reihe: Business Guides on the Go

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.

Zielgruppe

Popular/general

Autoren/Hrsg.

Schwarz-Musch, Alexander

Guetz, Bernhard

Tauchhammer, Alexander

Fachgebiete

• Mathematik | Informatik EDV | Informatik Angewandte Informatik Wirtschaftsinformatik
• Wirtschaftswissenschaften Betriebswirtschaft Wirtschaftsinformatik, SAP, IT-Management
• Sozialwissenschaften Psychologie Psychologische Disziplinen Wirtschafts-, Arbeits- und Organisationspsychologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

1. Advertising in a digital environment.- 2. Campaign planning and implementation.- 3. Social media advertising.- 4. Search engine advertising.- 5. Display advertising.

Über Autor(innen)

Prof. Dr. Alexander Schwarz-Musch is Professor of Marketing and Market Research and Head of the Master's degree program in Business Development & Management at the Carinthia University of Applied Sciences (Austria).

Hon. Prof. (FH) Alexander Tauchhammer built up digital marketing worldwide at the company Dr. Oetker and is Professor of Digital Transformation at the Carinthia University of Applied Sciences (Austria).

Dr. Bernhard Guetz, BA MSc is a lecturer and researcher in the field of Marketing & Digital Marketing and Head of the bachelor's programme in Digital Marketing & Sales at the Carinthia University of Applied Sciences (Austria).