Advanced digital marketing strategies in a data-driven era
Información General
- Autores: José Ramón Saura (coord.)
- Editores: IGI Global
- Año de publicación: 2021
- Colecciones: Advances in marketing, customer relationship management, and e-services (AMCRMES)
- País: Estados Unidos
- Idioma: inglés
- ISBN: 978-1-7998-8003-5
- Texto completo no disponible (Saber más ...)
Resumen
In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate with their customers around the world. The increase in the use of social networks and how users communicate with companies on the internet has given rise to new business models based on the bidirectionality of communication between companies and internet users. Digital marketing, new business models, data-driven approaches, online advertising campaigns, and other digital strategies have gathered user opinions and comments through this new online channel. In this way, companies are beginning to see the digital ecosystem as not only the present but also the future. However, despite these advances, relevant evidence on the measures to improve the management of data sciences in digital marketing remains scarce.
Advanced Digital Marketing Strategies in a Data-Driven Era contains high-quality research that presents a holistic overview of the main applications of data sciences to digital marketing and generates insights related to the creation of innovative data mining and knowledge discovery techniques applied to traditional and digital marketing strategies. The book analyzes how companies are adopting these new data-driven methods and how these strategies influence digital marketing. Discussing topics such as digital strategies, social media marketing, big data, marketing analytics, and data sciences, this book is essential for marketers, digital marketers, advertisers, brand managers, managers, executives, social media analysts, IT specialists, data scientists, students, researchers, and academicians in the field.
Otros catálogos
Listado de artículos
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From literature to theory: reviews, concepts, and definitions linked to digital marketing
A better understanding of big data and marketing analytics: a review
Francisco Javier Saura Lacárcel, Leticia Polanco Diges, Felipe R. Debasa Navalpotro
págs. 1-15
págs. 16-33
Digital marketing vs. traditional marketing: literature review and practical lessons
págs. 34-50
Digital loyalty programmes: pull strategies in B2B channel marketing
Ammarah Marjan, Charles Graham, Margaret Bruce, Andrew Mitchell
págs. 51-78
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Towards practitioner knowlegde: applied digital marketing strategies
págs. 80-98
Activism in the digital age: social movements analysis using user-generated content in social media
Laura Holgado Ruiz, José Ramón Saura, Beatriz Rodríguez Herráez
págs. 99-122
Understanding Google Ads Metrics for SME
Belem Barbosa, Zaíla Oliveira, Sandrina Teixeira, Vasco Paço Gomes
págs. 123-144
Big data optimization in Zara: how Zara will optimize its process with big data due to the COVID-19 situation
págs. 145-157
Confirming digital marketing model innovation design: SEM in post-COVID social impact starups, Mexico
págs. 158-171
Do Spanish family SMEs make appropriate use of their organizational websites?: an analysis of family firm's brand promotion and website quality level
Rubén Martínez Alonso, María José Martínez Romero, Daniel Rodríguez Rodríguez
págs. 172-191
Adapting digital strategies to a new era: a Delphi-based analysis in the fashion industry
págs. 192-209
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Case studies: advances in digital marketing strategies applied to industries
págs. 211-225
págs. 226-245
Digital customer journey in the luxury hotel experience: a case study approach
págs. 246-260
Approach to social media marketing strategies in different world regions: a descriptive study
págs. 261-285
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