Advanced Digital Marketing Strategies in a Data-Driven Era

Advanced Digital Marketing Strategies in a Data-Driven Era

Jose Ramon Saura (Rey Juan Carlos University, Spain)
Release Date: June, 2021|Copyright: © 2021 |Pages: 342
DOI: 10.4018/978-1-7998-8003-5
ISBN13: 9781799880035|ISBN10: 1799880036|EISBN13: 9781799880059|ISBN13 Softcover: 9781799880042
Hardcover:
Available
$225.00
TOTAL SAVINGS: $225.00
Benefits
  • Printed-On-Demand (POD)
  • Usually ships one day from order
E-Book:
(Multi-User License)
Available
$202.50
List Price: $225.00
10% Discount:-$22.50
TOTAL SAVINGS: $22.50
Benefits
  • Multi-user license (no added fee)
  • Immediate access after purchase
  • No DRM
  • ePub with PDF download
Hardcover +
E-Book:
(Multi-User License)
Available
$270.00
TOTAL SAVINGS: $270.00
Benefits
  • Printed-On-Demand (POD)
  • Usually ships one day from order
  • Multi-user license (no added fee)
  • Immediate access after purchase
  • No DRM
  • ePub with PDF download
Softcover:
Available
$170.00
TOTAL SAVINGS: $170.00
Benefits
  • Printed-On-Demand (POD)
  • Usually ships one day from order
OnDemand:
(Individual Chapters)
Available
$37.50
TOTAL SAVINGS: $37.50
Benefits
  • Purchase individual chapters from this book
  • Immediate PDF download after purchase or access through your personal library
Description & Coverage
Description:

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.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Big Data
  • Business-to-Business (B2B) Marketing
  • Data Sciences
  • Digital Business Models
  • Digital Marketing
  • Digital Strategies
  • Marketing Analytics
  • Metrics
  • Social Ads
  • Social Media Marketing
  • User-Generated Content
Table of Contents
Search this Book:
Reset
Peer Review Process
The peer review process is the driving force behind all IGI Global books and journals. All IGI Global reviewers maintain the highest ethical standards and each manuscript undergoes a rigorous double-blind peer review process, which is backed by our full membership to the Committee on Publication Ethics (COPE). The full publishing process and peer review are conducted within the IGI Global eEditorial Discovery® online submission system and on average takes 30 days. Learn More
Ethics & Malpractice
IGI Global affirms that ethical publication practices are critical to the successful development of knowledge. Therefore, it is the policy of IGI Global to maintain high ethical standards in all publications. These standards pertain to all books, journals, chapters, and articles accepted for publication. This is in accordance with standard scientific principles and IGI Global’s position as a source of scientific knowledge. Learn More
Archiving
All of IGI Global's content is archived via the CLOCKSS and LOCKSS initiative. Additionally, all IGI Global published content is available in IGI Global's InfoSci® platform.