Online-Marketing

This book about online marketing covers the most important basics about online marketing and its necessary technical prerequisites. From the planning of digital campaigns it proceeds to the relevant data sources for online campaigns. A short thematic introduction is followed by an explanation of the implementation of display advertising, of performance marketing, mobile marketing and social media marketing. The evaluation of online campaigns and the opportunities offered by paid, owned and earned media are examined as well. Finally, the book deals with the topic of augmented reality and attempts to predict the future of digital communications. A comprehensive glossary at the end of the book defines more than 200 terms from AdBlocker to Youtube.
With contributions by:
Nina Altenburger, Lisa-Marie Dobsicek, Anna Einramhof, Johanna Erd, Viktoria Feiks, Anja Grundner, Julia Jelinek, Helmut Kammerzelt, Lukas Klinser, Lorenz Knauseder, Martina Luh, Isabel Matky, Simona Meinhart, Anna Neubacher, David Reichhartinger, Michael Sauer, Birgit Steinbauer, Harald Wimmer und Katrin Zulechner