Connecting With Consumers Through Effective Personalization and Programmatic Advertising

Connecting With Consumers Through Effective Personalization and Programmatic Advertising

Jorge Remondes, Paulo Madeira, Carlos Alves
Indexed In: SCOPUS
Release Date: January, 2024|Copyright: © 2024 |Pages: 308
DOI: 10.4018/978-1-6684-9146-1
ISBN13: 9781668491461|ISBN10: 166849146X|ISBN13 Softcover: 9781668491478|EISBN13: 9781668491485
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Description & Coverage
Description:

In the rapidly evolving digital landscape, the ability to connect with consumers through personalized and programmatic advertising has become a vital skill for global companies. As the market undergoes a paradigm shift towards consumer-centric approaches, the need for comprehensive knowledge in this domain is escalating every day. Connecting With Consumers Through Effective Personalization and Programmatic Advertising addresses a timely and pivotal theme that is crucial for companies and the academic community. By bridging the gap between theory and practice, this book equips readers with the tools and strategies necessary to make informed decisions and navigate the dynamic landscape of digital marketing.

The book's invaluable content serves as a reliable resource for decision-makers in companies seeking to optimize their digital marketing strategies. It also delves into the depths of knowledge, skills, and processes behind effective personalization and programmatic advertising, offering valuable insights for researchers, teachers, students, and professionals alike.

Key topics covered in this book include digital marketing strategies, personalized marketing, digital communication strategies, personalized communication, online advertising strategies, programmatic advertising, digital public relations strategies, media campaigns, media analytics, disinformation, communication crisis management, brand awareness, earned media, marketing performance, marketing automation, artificial intelligence, augmented reality, multichannel marketing, and immersive technologies. By offering a comprehensive exploration of these subjects, this book stimulates critical thinking, encourages innovation, and contributes to the visibility and sharing of research in this burgeoning field.

Coverage:

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

  • Artificial Intelligence
  • Augmented Reality
  • Brand Awareness
  • Communication Crisis
  • Digital Communication Strategies
  • Digital Marketing Strategies
  • Digital Public Relations Strategies
  • Disinformation
  • Earned Media
  • Immersive Technologies
  • Internal Communication Strategies and Tools
  • Marketing Automation
  • Marketing Performance
  • Media Analytics
  • Media Campaigns
  • Multichannel Marketing
  • Online Advertising Strategies
  • Personalized Communication
  • Personalized Marketing
  • Programmatic Advertising
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Editor/Author Biographies
Jorge Remondes is a Professor at Higher Institute of Accounting and Administration of Porto, Polytechnic of Porto (ISCAP/PP), and Higher Institute of Entre Douro and Vouga (ISVOUGA), Portugal. Researcher at The Centre for Organisational and Social Studies of the Polytechnic of Porto (CEOS.PP) . Editor-in-chief at International Journal of Marketing, Communication and New Media. Author. Trainer of Executives and at the Ministry of Foreign Affairs of Portugal.
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