Understand the Marketing Revelation That Commercialized the Internet
Author: Gregory Cristal
Category: Business & Economics
Understand the marketing revelation that commercialized the Internet. Ad Serving provides a commercial infrastructure to the internet, spanning all sites, and touching all users, all the time. Ad Serving gives marketers the ability to deliver and measure their ads for exceptionally low cost, revealing the true value of the ad space they pay for. Utilizing cookie and page-level analysis, marketers can build vast pools of pseudonymous data about websites, ads and the users that encounter them. This data, and the trusted publisher-independent methodology for measurement, secures investment for Publishers. The counting, tracking and the delivery of ads to enable this data takes place at massive scale. The processes and systems behind data collection are complex, and marketers are expected to learn how to use them as the industry grows; applying this knowledge to their new roles in Digital Advertising. Many undertake this challenge, unaware of the complexity that lies ahead. The learning resources are few and far between. This book satisfies an intermediate-level of tuition to Ad Serving Technology, illustrating how and why Advertisers continue to grow their ad spend in the planet's favorite new media channel. Topics covered includes: Introduction to Digital Advertising, Introduction to Ad Serving technologies, Campaign Setup in the Ad Server by Channel - Standard Display, Rich Media, Instream Video, SEO, Paid Search, Affiliate, Email and Social. This book also covers Conversions, Attribution, Retargeting, Optimization Strategies, Adserver Reporting, Adserver Analytics, Privacy technology and an Introduction to Programmatic including DSPs, SSPs, DMPs, ATD's, ITD's and RTB.
Author: Daniel Gore,Stephen Lewis,Andrea Lofaro,Frances Dethmers
Publisher: Cambridge University Press
This concise and practical guide to the most important economic techniques and evidence employed in modern merger control draws on the authors' extensive experience in advising on European merger cases. It offers an introduction to the relevant economic concepts and analytical tools, and stand-alone chapters provide an in-depth overview of the theoretical and practical issues related to market definition, unilateral effects, coordinated effects and non-horizontal mergers. Each form of economic evidence and analysis is illustrated with practical examples and an overview of key merger decisions.
Economic versus Legal Concepts in Pursuit of (Consumer) Welfare
Author: Andrej Fatur
Publisher: Bloomsbury Publishing
Competition policies have long been based on a scholarly tradition focused on static models and static analysis of industrial organisation. However, recent developments in industrial organisation literature have led to significant advances, moving beyond traditional static models and a preoccupation with price competition, to consider the organisation of industries in a dynamic context. This is especially important in the field of information and communication technology (ICT) network industries where competition centres on network effects, innovation and intellectual property rights, and where the key driver of consumer benefit is technological progress. Consequently, when an antitrust intervention is contemplated, a number of considerations that arise out of the specific nature of the ICT sector have to be taken into account to ensure improved consumer welfare. This book considers the adequacy of existing EU competition policy in the area of the ICT industries in the light of the findings of modern economic theory. Particular attention is given to the implications of these dynamic markets for the competitive assessment and treatment of the most common competitive harms in this area, such as non-price predatory practices, tying and bundling, co-operative standard setting, platform joint ventures and co-operative R&D.
Facts101 is your complete guide to E-Commerce, Business,Technology, Society. In this book, you will learn topics such as THE INTERNET AND WORLD WIDE WEB: E-COMMERCE INFRASTRUCTURE, BUILDING AN E-COMMERCE WEB SITE, ONLINE SECURITY AND PAYMENT SYSTEMS, and E-COMMERCE MARKETING CONCEPTS plus much more. With key features such as key terms, people and places, Facts101 gives you all the information you need to prepare for your next exam. Our practice tests are specific to the textbook and we have designed tools to make the most of your limited study time.
Gregory J. Battersby,Charles W. Grimes,Leonard T. Nuara
Author: Gregory J. Battersby,Charles W. Grimes,Leonard T. Nuara
Publisher: Aspen Publishers Online
Drafting Internet Agreements, Second Edition is the most comprehensive single volume collection of annotated forms for the internet. The book also offers valuable insights for business executives who want to know how internet transactions are structured and how to negotiate the best deals. This easy-to-use reference with accompanying CD-ROM offers instant access to more than 40 sample agreements for every area of internet practice including: Internet advertising Internet consulting Electronic commerce Internet joint ventures Internet licensing Technology development Website agreements And more Each form has been developed by the authors or other experienced internet law practitioners and has been used in actual transactions. Organized by type of transaction, each chapter includes a full agreement that illustrates the entire transaction as a seamless whole, as well as a variety of agreements for closely related issues. For each form, the authors provide a brief overview, an analysis of the different kinds of forms that relate to the topic, and a description of the form's applicability and use. Coverage includes: Developing the content portion of the website Seeking intellectual property protection of website content Resolving domain name disputes Seeking to recover a domain name to which you have rights Linking a website to other sites Raising capital to develop and operate a site Marketing the Internet site Selling advertising on the internet site And more. A andquot;Practice Tipsandquot; section before each form identifies the andquot;hot spotsandquot; that are likely to arise during the transaction, and offers guidance on resolving these hotly negotiated provisions quickly. Detailed checklists assist in drafting the final agreement. Drafting Internet Agreements, Second Edition also includes a free companion CD-ROM containing over 40 forms presented in the guide, making it easy to incorporate the forms into a word processing program.
How Data and Technology Are Transforming How We Market
Author: Diaz Nesamoney
Publisher: FT Press
Category: Business & Economics
This is the first plain-English, 100% practical guide to supercharged digital advertising personalization: what's here, what's next, and how to make the most of it! Digital advertising and marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete. In Personalized Digital Advertising: How Data and Technology Are Transforming How We Market, pioneering entrepreneur Diaz Nesamoney demystifies the newest technologies, showing non-technical marketers how to use them to precisely target every message to every individual. First, Nesamoney explores the current state of digital advertising, reviewing best practices for maximizing personalization through long-familiar data and targeting technologies. Next, he introduces powerful recent innovations, presenting new best practices for deepening and extending personalization with: New data management platforms Advanced solutions for offline, mobile, and location data Powerful new ad production and serving technologies Nesamoney then previews emerging disruptive technologies and personalization approaches, from social data to new techniques for anticipating user intent. He concludes by introducing the Digital Advertising Technology Stack: a visual schematic showing how multiple products and technologies come together to radically improve advertising personalization and performance. Personalized Digital Advertising will be an indispensable resource for wide audiences of CMOs and marketing professionals, brand managers, media and creative directors, creative team members, and all students of digital advertising and marketing.
Critical Perspectives on Corporate Social Responsibility in Media and Communication Industries
Author: Marisol Sandoval
Category: Social Science
The corporate and the social are crucial themes of our times. In the first decade of the twenty-first century, both individual lives and society were shaped by capitalist crisis and the rise of social media. But what marks the distinctively social character of "social media"? And how does it relate to the wider social and economic context of contemporary capitalism? The concept of Corporate Social Responsibility (CSR) is based on the idea that a socially responsible capitalism is possible; this suggests that capitalist media corporations can not only enable social interaction and cooperation but also be socially responsible. This book provides a critical and provocative perspective on Corporate Social Responsibility (CSR) in media and communication industries. It examines both the academic discourse on CSR and actual corporate practices in the media sector, offering a double critique that reveals contradictions between corporate interests and social responsibilities. Marisol Sandoval’s political economic analysis of Apple, AT&T, Google, HP, Microsoft, News Corp, The Walt Disney Company and Vivendi shows that media and communication in the twenty-first century are confronted with fundamental social responsibility challenges. From software patents and intellectual property rights to privacy on the Internet, from working conditions in electronics manufacturing to hidden flows of eWaste – this book encourages the reader to explore the multifaceted social (ir)responsibilities that shape commercial media landscapes today. It makes a compelling argument for thinking beyond the corporate in order to envision and bring about truly social media. It will interest students and scholars of media studies, cultural industry studies, sociology, information society studies, organization studies, political economy, business and management.
Market Research Best Practice is a compilation of the best discussion papers, case studies and methodologies from the ESOMAR publishing and event programme over the last decade and more. Market research is adapting to an increasingly competitive, demanding and globalised business world and, as the world's leading market research organisation, ESOMAR is providing the platform to showcase latest advances and best practice. In the pursuit to define and illustrate 'new' market research, this book provides a unique source of ideas and practical examples of what research has to offer business and how research can influence the way results are tracked, insights are generated and ultimately decisions are made. Market Research Best Practice draws on recent successes to explore how research is evolving to meet market needs and how good research practice fits into modern business. More than 50 authors have contributed their work to this collection - all papers were first presented at ESOMAR events and many contributions have been past ESOMAR award winners. To find out more about the ESOMAR Membership, the worldwide code of practice and the range of events and publications, visit www.esomar.org.
Author: Jakki J. Mohr,Sanjit Sengupta,Stanley F. Slater
Publisher: Pearson Prentice Hall
Category: Business & Economics
The only text on the market that provides readers with the marketing information they need to successfully market high-tech products. Introduction to World of High Technology Marketing; Strategic Market Planning in; High-Tech Firms; Culture and Climate Considerations for High-Tech Companies; Market Orientation and Cross-functional (Marketing/R&D); Partnerships/Alliances and Customer Relationship Marketing; Marketing Research in High-Tech Markets; Understanding High-Tech Customers; Technology and Product Management; Distribution Channels and Supply Chain Management in High-Tech Markets; Pricing Considerations in High-Tech Markets; Marketing Communication Tools for High-Tech Markets; Strategic Considerations in Marketing Communications; Strategic Considerations for the Triple Bottom Line in High-Tech Companies MARKET: Marketing of High-Technology Products and Innovations provides comprehensive coverage of the latest academic research and leading-edge business practices to prepare readers for the unique challenges they will face when marketing high-tech products and services.
How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers
Author: Mike Smith
Publisher: AMACOM Div American Mgmt Assn
Category: Business & Economics
Far from the catchy television spots and sleek magazine spreads are the comparatively modest ads that pop up on websites and in Internet searches. But don’t be fooled—online advertising is exploding. Growing at a compound annual rate near 20%, it is now the second-largest advertising channel in the United States. Part history, part guidebook, part prediction for the future, Targeted tells the story of the companies, individuals, and innovations driving this revolution. It takes readers behind the scenes—examining the growth of digital advertising, its enormous potential, and the technologies that are changing the game forever. Leading the way is real-time bidding, which offers advertisers unprecedented precision in targeting ads and measuring their effectiveness. From keyword micro-markets and ad serving systems to aggregated virtual audiences and new business models, Targeted is sweeping in scope and stripped of technical complexity. It is an essential resource for anyone interested in finding and connecting with customers in the vast and shifting Internet universe.
Vault brings its famed journalistic, insider approach to advertising and public relations employers. The Guide provides business profiles, hiring and workplace culture information on top employers, including Young & Rubicam, Ogilvy & Mather Worldwide, BBDO Worldwide, McCannErickson Worldwide, DDB Worldwide, J. Walter Thompson Co., Leo Burnett Co., FCB Worldwide, Saatchi & Saatchi, and more.
No longer can the offline remain separate from the online. Integrated, customer-centric, cross-channel marketing campaigns persuade customers to act, provide greater ROI, and ultimately improve your organization's bottom line. This must-have guide synthesizes the successful methods and metrics that online, direct, and brand marketers have employed for years so that you can develop, implement, and measure successful cross-channel campaigns. Multichannel marketing expert Akin Arikan takes you from customer acquisition to customer relationship management with strategic advice, effective case studies, and proven metrics.
Als Unternehmen kommt man kaum noch um digitales Marketing herum. Jedoch fehlt es vielen Marketingabteilungen an Know-how. Da kommen neue Herausforderungen auf die Kollegen zu: Auf welchen Social-Media-Plattformen sollte mein Unternehmen aktiv sein? Wie komme ich an Fans, Follower und Likes? Wie gestalte ich die Webseite und generiere Traffic? »Digitales Marketing für Dummies« beantwortet all diese Fragen. Außerdem stellen die Autoren verschiedene Analysetools vor, mit denen man seine Werbekampagnen prüfen und optimieren kann. So gerüstet, präsentieren Sie Ihr Unternehmen schon bald optimal im Web.
A guide for online marketers, advertisers and publishers, to increase the digital marketing and optimize their costs and benefits. Internet marketing, also known as digital marketing, web marketing, online marketing, search marketing or e-marketing, is the marketing (generally promotion) of products or services over the Internet. Search engine optimization (SEO) is a set of methods aimed at improving the ranking of a website in search engine listings. Generally speaking, advertising is the promotion of goods, services, companies and ideas, usually by an identified sponsor. Marketers see advertising as part of an overall promotional strategy. Other components of the promotional mix include publicity, public relations, personal selling and sales promotion. Online advertising is advertising on the Internet. This particular form of advertising is a source of revenue for an increasing number of websites and companies.
Author: Richard Fletcher,Jim Bell,Rod B. McNaughton
Publisher: Cengage Learning EMEA
Category: Business & Economics
Ten years ago small and medium enterprises would have needed to invest significantly to contemplate moving out of their domestic environment into the global arena. The advent of the Internet has changed all that. International E-Business Marketing focuses on Global Marketing in the Internet age. It examines in detail the characteristics of E-business are likely to apply in the international domain including the constraints imposed by both the medium and the environment. It also explores what changes may be necessary to firm?s current E-business activities when their focus is on the global as opposed to being primarily on the domestic market. Ten years ago small and medium enterprises would have needed to invest significantly to contemplate moving out of their domestic environment into the global arena. The advent of the Internet has changed all that. International E-Business Marketing focuses on Global Marketing in the Internet age. It examines in detail the characteristics of E-business are likely to apply in the international domain including the constraints imposed by both the medium and the environment. It also explores what changes may be necessary to firm?s current E-business activities when their focus is on the global as opposed to being primarily on the domestic market.