Strategic Campaign Planning Across the Customer Journey
Description
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.
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‘Digital Advertising in the Post-cookie Era - Schwarz-Musch, Alexander, Tauchhammer, Alexander, Guetz, Bernhard’.
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