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marketing are undergoing a massive, data-driven transformation: practically everything you thought you knew about them is obsolete.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.
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
Publisher: Macmillan International Higher Education
Category: Juvenile Nonfiction
The ever-evolving nature of the digital media is quickly re-writing the rulebook of advertising and marketing. Using technological innovations and our online habits, advertisers have a variety of new promotional opportunities at their disposal that bring products and services to the public's attention. This book examines the cultural, commercial, creative and regulatory practices of advertising in these digital environments. From viral campaigns and in-game advertising, to audience profiling and dataveillance, this book gives a comprehensive exploration of digital advertising. It traces the growth of digital media uses, starting with its use as fringe advertising media and moving beyond the pop-up to become a dominant global advertising media form. Taking a look at the advantages, disadvantages and ethical dilemmas of using digital media, the text encourages readers to consider their own ideas about the field. The chapters combine industry and critical perspectives alongside inspiring example material and interviews with senior figures in the international advertising industry. Analysing key theories and emergent trends in the field, Digital Advertising explains complex ideas in a truly accessible way. Insightful, intriguing and informative, this book offers the big picture on the world of digital advertising today and looks at its possibilities for tomorrow. It is ideal reading for students of Media and Communication Studies, Advertising, Marketing and Business Studies.
Author: Liliana Ardissono,Alfred Kobsa,Mark T. Maybury
Publisher: Springer Science & Business Media
TV viewers today are exposed to overwhelming amounts of information, and challenged by the plethora of interactive functionality provided by current set-top boxes. To ensure broad adoption of this technology by consumers, future Digital Television will have to take usability issues thoroughly into account. In particular, serious attention must be paid to facilitate the selection of content on an individual basis, and to provide easy-to-use interfaces that satisfy viewers' interaction requirements. This volume collects selected research reports on the development of personalized services for Interactive TV. Drawing upon contributions from academia and industry in the US, Europe and Asia, this book represents a comprehensive picture of leading edge research in personalized television.
GET READY FOR THE AGE OF SHOPPER MARKETING Consumers today are armed with a wealth of content--price comparisons, reviews, and even online inventory data--and this is good news for marketers, because these tools empower consumers, making them into shoppers who are more willing than ever to interact with your brand . . . but for a price. The value of these shoppers' attention is soaring, and The Shopper Economy gives you the framework for capturing and monetizing this valuable commodity. Liz Crawford, a leading marketing innovator and consumer behavior analyst, gives a fast-paced and comprehensive look at how the unprecedented availability of information is a boon to brands, because it lets shoppers perform the labor of marketing when they watch and share ads, recommend products, and interact with brands and each other. Crawford presents interviews with marketers and shoppers, and case studies of how brands like 7-Eleven, Carnival Cruises, and Kia are using Shopkick, foursquare, and other platforms to stay ahead of accelerating changes in consumer empowerment by encouraging and rewarding everyday activities--entering a store, messaging, recommending, "Liking," playing, and more. From these examples you will learn how to Accurately measure and assess the value of shoppers' activities Translate the four key shopper behaviors--attention, participation, advocacy, and loyalty--into "Shopper Currency," real and virtual rewards that have measurable value to buyers and sellers Improve your business's ROI in shopper marketing by avoiding activity-foractivity's- sake and other common pitfalls Align your brand more seamlessly with your shoppers' own personal "brands" The Shopper Economy provides you with a high-level strategy that makes every shopper interaction a valuable transaction. It offers invaluable insights about today's rapidly evolving marketing landscape and proven solutions for how your brand can turn "path-to-purchase" models and consumer reward programs into lasting and profitable relationships with shoppers everywhere. PRAISE FOR THE SHOPPER ECONOMY "Every ten years, Consumer Marketing reinvents itself. If the 1990s were about Category Management, Shopper Insights has been the driver of the moment. Liz Crawford deconstructs the movement with precision." -- Paco Underhill, CEO Envirosell Inc., and author of Why We Buy “"A fascinating account of the present and future direction of marketing to shoppers. It is a brave new world that Liz Crawford writes about with real clarity. Her book is a bright door to the future." -- Herb Sorensen, PhD, Global Scientific Advisor, TNS Global Retail & Shopper Practice, and author of Inside the Mind of the Shopper "If you want to understand how to motivate shoppers and leverage the new shopper currency--behavior--you need to read this book. Liz Crawford details shopper behaviors, old and new, and provides a road map for brands that need to meet marketing and sales goals in an unbelievably complex shopping environment." -- Al McClain, CEO and founder, RetailWire.com "A refreshing and thought-provoking exploration of today's dynamic, highly digital consumer market place. I highly recommend [that] anyone who thinks they know something about shopper marketing or wants to think about it a bit more out of the box read this book and take Liz Crawford's advice to heart." -- Dan Flint, PhD, director, University of Tennessee Shopper Marketing Forum
Your Definitive Guide to Profiting from Mobile Commerce With more than 60% of Americans carrying smartphones, your mobile commerce opportunities are immense: not someday, right now. But, to fully capture those opportunities, it’s not enough to build an app. You need to know how mobile is transforming your customers’ behavior, your organization, and your competitive environment. You need to assess and apply a wide spectrum of strategies, tactics, and technologies: from responsive web design and location-based tactics to mobile payment systems. You need to change your processes and your culture. The Mobile Commerce Revolution covers all this and more. Mobile commerce pioneer Tim Hayden and consumer behavior expert Tom Webster draw on their experience helping clients of all kinds to succeed with mobile— from startups to the world’s top brands. Packed with indispensable data and cutting-edge case studies, this guide will take you from planning to action to profit! Discover how customer mobile behavior is radically maturing and shifting Weave mobility throughout your marketing mix and business operations Prepare for the instant and impulse when your customer wants to buy Identify mobile tactics that are actually influencing purchases Earn confidence from customers that you will protect their privacy Use payment technologies to reduce friction and make it easier to buy Deliver richer, more powerful stories and mobile experiences Understand customers through “Little Data”: qualitative studies to physically observe behavior Grasp purchase attribution: why people buy
Software, Networks, Advertising, and Displays: A Primer for Understanding the Business
Author: Jimmy Schaeffler
Publisher: Taylor & Francis
Category: Language Arts & Disciplines
Digital Signage gives you macro and micro views of the burgeoning digital signage industry. Whether you are looking for new opportunities or to expand your business, with this book you will be able to clearly understand and accurately analyze the developments, trends and projections. As part of the NAB Executive Technology Briefing series, this book features the future impact of the technology across many different industries and platforms. Explanations of hardware such as displays, servers, and PCs, software such as dynamic on-screen content and software management programs, and technologies like systems integrations and network infrastructures are all covered.
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.
Die kraftvolle und inspirierende Autobiografie der ehemaligen First Lady der USA Michelle Obama ist eine der überzeugendsten und beeindruckendsten Frauen der Gegenwart. Als erste afro-amerikanische First Lady der USA trug sie maßgeblich dazu bei, das gastfreundlichste und offenste Weiße Haus zu schaffen, das es je gab. Sie wurde zu einer energischen Fürsprecherin für die Rechte von Frauen und Mädchen in der ganzen Welt, setzte sich für einen dringend notwendigen gesellschaftlichen Wandel hin zu einem gesünderen und aktiveren Leben ein und stärkte außerdem ihrem Ehemann den Rücken, während dieser die USA durch einige der schmerzlichsten Momente des Landes führte. Ganz nebenbei zeigte sie uns noch ein paar lässige Dance-Moves, glänzte beim „Carpool Karaoke“ und schaffte es obendrein auch, zwei bodenständige Töchter zu erziehen – mitten im gnadenlosen Blitzlichtgewitter der Medien. In diesem Buch erzählt sie nun erstmals ihre Geschichte – in ihren eigenen Worten und auf ihre ganz eigene Art. Sie nimmt uns mit in ihre Welt und berichtet von all den Erfahrungen, die sie zu der starken Frau gemacht haben, die sie heute ist. Warmherzig, weise und unverblümt erzählt sie von ihrer Kindheit an der Chicagoer South Side, von den Jahren als Anwältin und leitende Angestellte, von der nicht immer einfachen Zeit als berufstätige Mutter sowie von ihrem Leben an Baracks Seite und dem Leben ihrer Familie im Weißen Haus. Gnadenlos ehrlich und voller Esprit schreibt sie sowohl über große Erfolge als auch über bittere Enttäuschungen, den privaten wie den öffentlichen. Dieses Buch ist mehr als eine Autobiografie. Es enthält die ungewöhnlich intimen Erinnerungen einer Frau mit Herz und Substanz, deren Geschichte uns zeigt, wie wichtig es ist, seiner eigenen Stimme zu folgen.
This book provides a comprehensive examination of the use of MPEG-2, MPEG-4, MPEG-7, MPEG-21, and MPEG-A standards, providing a detailed reference to their application. In this book, the authors address five leading MPEG standards: MPEG-2, MPEG-4, MPEG-7, MPEG-21, and MPEG-A, focusing not only on the standards themselves, but specifically upon their application (e.g. for broadcasting media, personalised advertising and news, multimedia collaboration, digital rights management, resource adaptation, digital home systems, and so on); including MPEG cross-breed applications. In the evolving digital multimedia landscape, this book provides comprehensive coverage of the key MPEG standards used for generation and storage, distribution and dissemination, and delivery of multimedia data to various platforms within a wide variety of application domains. It considers how these MPEG standards may be used, the context of their use, and how supporting and complementary technologies and the standards interact and add value to each other. Key Features: Integrates the application of five popular MPEG standards (MPEG-2, MPEG-4, MPEG-7, MPEG-21, and MPEG-A) into one single volume, including MPEG cross-breed applications Up-to-date coverage of the field based on the latest versions of the five MPEG standards Opening chapter provides overviews of each of the five MPEG standards Contributions from leading MPEG experts worldwide Includes an accompanying website with supporting material (www.wiley.com/go/angelides_mpeg) This book provides an invaluable reference for researchers, practitioners, CTOs, design engineers, and developers. Postgraduate students taking MSc, MRes, MPhil and PhD courses in computer science and engineering, IT consultants, and system developers in the telecoms, broadcasting and publishing sectors will also find this book of interest.
Interdisciplinary Perspectives on a Cultural Field
Author: Beate Flath,Eva Klein
Publisher: transcript Verlag
The cultural field of advertising is a much-debated topic with perspectives focusing on a range of concepts from harassment and the anxiety of influence to notions of desire and affirmation. The aim of this publication is not only to take into account the diversity of topics related to advertising, but more importantly, to develop a dialogue between these divergent viewpoints. With contributions by Barbara Aulinger, Bernadette Collenberg-Plotnikov, Beate Flath, Werner Jauk, Bernhard Kettemann, Eva Klein, Jörg Matthes, Manfred Prisching, Johanna Rolshoven, Nicolas Ruth, Holger Schramm, Charles Spence, Margit Stadlober and Friedrich Weltzien.
Information retrieval is the science concerned with the effective and efficient retrieval of documents starting from their semantic content. It is employed to fulfill some information need from a large number of digital documents. Given the ever-growing amount of documents available and the heterogeneous data structures used for storage, information retrieval has recently faced and tackled novel applications. In this book, Melucci and Baeza-Yates present a wide-spectrum illustration of recent research results in advanced areas related to information retrieval. Readers will find chapters on e.g. aggregated search, digital advertising, digital libraries, discovery of spam and opinions, information retrieval in context, multimedia resource discovery, quantum mechanics applied to information retrieval, scalability challenges in web search engines, and interactive information retrieval evaluation. All chapters are written by well-known researchers, are completely self-contained and comprehensive, and are complemented by an integrated bibliography and subject index. With this selection, the editors provide the most up-to-date survey of topics usually not addressed in depth in traditional (text)books on information retrieval. The presentation is intended for a wide audience of people interested in information retrieval: undergraduate and graduate students, post-doctoral researchers, lecturers, and industrial researchers.
Argues that the nation's powerful communications companies are using their political and economic clout to gain control over digital communication channels, creating an electronic media system designed to sell rather than serve the public.
Lars Birkholm Petersen,Ron Person,Christopher Nash
How to Use Data and Experience Marketing to Create Lifetime Customers
Author: Lars Birkholm Petersen,Ron Person,Christopher Nash
Publisher: John Wiley & Sons
Category: Business & Economics
Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important. Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer. Discover the technology and processes that allow marketers to remain relevant Craft a personal, relevant, and accessible customer journey that engages the connected customer Keep in touch throughout the customer's life cycle, both online and offline Link digital goals and metrics to business objectives for a more relevant strategy Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.
Für die Printmedienunternehmen haben sich durch das Internet neue Geschäftsfelder eröffnet: Informationen werden sowohl für die Papier- als auch für die Onlineausgabe aufbereitet. Neue Möglichkeiten in der Zusammenarbeit mit Kunden und Produktionspartnern entstehen. Der Leser erhält einen umfassenden Überblick über die neuen Produkte und Prozesse und wird systematisch durch die Begriffsvielfalt geführt; zahlreiche Beispiele veranschaulichen die Anwendungen wie Online-Editiersysteme, webbasierte Projektmanagementtools oder Online-Tracking von Druckaufträgen. Das Thema wird aus zwei Blickwinkeln betrachtet: dem des Unternehmens, das E-Business zur Verbesserung der eigenen Prozesse nutzt, und dem des Printmediendienstleisters, der E-Business-Services für seine Kunden bereitstellt und im Produktionsprozess nutzt. Das Buch liefert Entscheidungshilfen, welche Anwendungen für betriebliche Fragestellungen den größtmöglichen Nutzen versprechen. Ein unentbehrliches Nachschlagewerk für Entscheidungsträger.
Francesco Ricci,Kalina Bontcheva,Owen Conlan,Séamus Lawless
23rd International Conference, UMAP 2015, Dublin, Ireland, June 29 -- July 3, 2015. Proceedings
Author: Francesco Ricci,Kalina Bontcheva,Owen Conlan,Séamus Lawless
This book constitutes the refereed proceedings of the 23rd International Conference on User Modeling, Adaptation and Personalization, UMAP 2015, held in Dublin, Ireland, in June/July 2015. The 25 long and 7 short papers of the research paper track were carefully reviewed and selected from 112 submissions. The papers reflect the conference theme "Contextualizing the World", highlighting the significance and impact of user modeling and adaptive technologies on a large number of everyday application areas such as: intelligent learning environments, recommender systems, e-commerce, advertising, personalized information retrieval and access, digital humanities, e-government, cultural heritage, and personalized health.