Brian Sheehan

Basics Marketing 02: Online Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

In keeping with advances in technology, and rapid consumer adoption of new media and new ideas, the possibilities for digital marketing are changing rapidly. This book will guide you through the major trends that exemplify forward thinking and which will continue to inspire great online ideas well into the future.

Topics discussed include: the digital media revolution; e-commerce and e-branding; advertising on the web; the social web; online applications and mobile marketing; and ethical approaches. International examples, case studies and practical exercises will help you master the key concepts and techniques of online marketing so that you can apply them to your own campaigns.

Produktdetails

• Verlag: Bloomsbury UK
• Seitenzahl: 184
• Erscheinungstermin: 5. Oktober 2017
• Englisch
• ISBN-13: 9781350034457
• Artikelnr.: 49985121

Autorenporträt

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, managing their Toyota Worldwide Executive Board (TWEB). Brian is also an advisory board member of Fuhu, a China-US based internet-software company.

Inhaltsangabe

Introduction. The digital media revolution: What is the digital revolution?
How has the digital revolution changed media?
How has the digital revolution affected consumers?
Case study: Telecom New Zealand adopt a multimedia approach
Questions and exercises. Search marketing: Is search really considered marketing? From marketing push to consumer pull
Case study: Google versus Bing
Questions and exercises. E-commerce and e-branding: The internet as storefront
Online as a branding opportunity
Building great brand websites
Measuring return on investment (ROI)
Case study: eBay develop e-commerce communities
Questions and exercises. Advertising on the web: Display advertising
Advertising creativity beyond display ads
E-mail marketing
New approaches to creative media
When is offline the best way to advertise online?
Case study: Burger King become online innovators
Questions and exercises. The social web: The fifth estate?
Social networks
Second life and MMORPGs
Case study: Barack Obama's election campaign
Questions and exercises. Online applications and mobile marketing: Cloud computing and widgets
Mobile phone marketing
Case study: ESPN's online and mobile programming
Questions and exercises. Measurement and analytics: A wealth of riches or information overload?
Making analytics actionable
Problems with online measurement
Case study: DOve and the communications optimisation process
Questions and exercises. Ethical approaches: Privacy
Online marketing to children
Case study: Geppetto and responsible marketing to children
Questions and exercises. Final thoughts. Acknowledgements. Index. Picture credits. Working with ethics.