Connecting with consumers through effective personalization and programmatic advertising /
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| Imprint: | Hershey, PA : IGI Global, Business Science Reference, an imprint of IGI Global, [2024] |
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| Description: | 1 online resource ( xv, 308 pages) : illustrations (some color), color maps. |
| Language: | English |
| Series: | Advances in marketing, customer relationship management, and e-services (AMCRMES) book series Advances in marketing, customer relationship management, and e-services (AMCRMES) book series. |
| Subject: | |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/13461126 |
| Summary: | In the rapidly evolving digital landscape, the ability to connect with consumers through personalized and programmatic advertising has become a vital skill for global companies. As the market undergoes a paradigm shift towards consumer-centric approaches, the need for comprehensive knowledge in this domain is escalating every day. Connecting With Consumers Through Effective Personalization and Programmatic Advertising addresses a timely and pivotal theme that is crucial for companies and the academic community. By bridging the gap between theory and practice, this book equips readers with the tools and strategies necessary to make informed decisions and navigate the dynamic landscape of digital marketing. The book's invaluable content serves as a reliable resource for decision-makers in companies seeking to optimize their digital marketing strategies. It also delves into the depths of knowledge, skills, and processes behind effective personalization and programmatic advertising, offering valuable insights for researchers, teachers, students, and professionals alike. Key topics covered in this book include digital marketing strategies, personalized marketing, digital communication strategies, personalized communication, online advertising strategies, programmatic advertising, digital public relations strategies, media campaigns, media analytics, disinformation, communication crisis management, brand awareness, earned media, marketing performance, marketing automation, artificial intelligence, augmented reality, multichannel marketing, and immersive technologies. By offering a comprehensive exploration of these subjects, this book stimulates critical thinking, encourages innovation, and contributes to the visibility and sharing of research in this burgeoning field. |
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| Item Description: | "Premier reference source" - front cover. |
| Physical Description: | 1 online resource ( xv, 308 pages) : illustrations (some color), color maps. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781668491485 1668491486 9781668491492 1668491494 9781668491461 9781668491478 |
