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.

Explores the next stage in digital advertising after the demise of third-party cookies Proposes the development of a "Minimum Viable Persona" and campaign groups along the customer journey Advises on social media advertising, search engine advertising (SEA), display advertising, programmatic advertising

Autorentext

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).

Inhalt

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