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Digital advertising in the post-cook...

Schwarz-Musch, Alexander.

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Digital advertising in the post-cookie era = strategic campaign planning across the customer journey /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Digital advertising in the post-cookie era/ by Alexander Schwarz-Musch, Alexander Tauchhammer, Bernhard Guetz.
Reminder of title:	strategic campaign planning across the customer journey /
Author:	Schwarz-Musch, Alexander.
other author:	Tauchhammer, Alexander.
Published:	Wiesbaden :Springer Fachmedien Wiesbaden : : 2025.,
Description:	xii, 169 p. :ill., digital ;24 cm.
[NT 15003449]:	1. Advertising in a digital environment -- 2. Campaign planning and implementation -- 3. Social media advertising -- 4. Search engine advertising -- 5. Display advertising.
Contained By:	Springer Nature eBook
Subject:	Internet advertising. -
Online resource:	https://doi.org/10.1007/978-3-658-47100-2
ISBN:	9783658471002

Digital advertising in the post-cookie era = strategic campaign planning across the customer journey /
Schwarz-Musch, Alexander.

Digital advertising in the post-cookie erastrategic campaign planning across the customer journey /[electronic resource] :by Alexander Schwarz-Musch, Alexander Tauchhammer, Bernhard Guetz. - Wiesbaden :Springer Fachmedien Wiesbaden :2025. - xii, 169 p. :ill., digital ;24 cm. - Business guides on the go,2731-4766. - Business guides on the go..

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

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.

ISBN: 9783658471002

Standard No.: 10.1007/978-3-658-47100-2doiSubjects--Topical Terms:

539584
Internet advertising.

LC Class. No.: HF6146.I58

Dewey Class. No.: 659.144

Digital advertising in the post-cookie era = strategic campaign planning across the customer journey /
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505 0 $a 1. Advertising in a digital environment -- 2. Campaign planning and implementation -- 3. Social media advertising -- 4. Search engine advertising -- 5. Display advertising.
520 $a 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.
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