How can individual marketers and their teams navigate the complex issues that seem to overwhelm the digital advertising industry today? They can learn about the metrics worth using, the importance of measurement and the technology available.
With contradictory rules surrounding data privacy, measurement constraints, changes to supply chains and other complexities often too difficult to approach, the world of marketing is more complex than ever before. A Marketer's Guide to Digital Advertising helps marketers navigate the complicated world of digital advertising by diving into the metrics, money and technology fueling the marketing industry.
Digital advertising consultants Shailin Dhar and Scott Thomson outline the forces shaping the current digital landscape and the common responses from advertisers trying to design their digital strategy. Walking readers through the common missteps made within digital advertising, they provide useful insight into measurement and thoughtful alternatives to practices often found lower on a company's priorities list. A Marketer's Guide to Digital Advertising offers ways to minimize waste and improve outcomes for brands and their business partners. The book illuminates the gap between in-house marketing teams, agency professionals and tech partners whilst helping readers make sense of the way money flows through the global ad industry.
eBook - ePub
A Marketer's Guide to Digital Advertising
Transparency, Metrics, and Money
- 216 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
A Marketer's Guide to Digital Advertising
Transparency, Metrics, and Money
About this book
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Information
Table of contents
- Acknowledgments
- Introduction
- 01 Meaningful measurement
- 02 The digital supply chain
- 03 The skills gap
- 04 When and how to consult external partners
- 05 The limits of tech
- 06 Shiny new digital objects
- 07 Understanding your leverage
- 08 Risks versus rewards
- Glossary
- About the authors
- Index
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Yes, you can access A Marketer's Guide to Digital Advertising by Shailin Dhar,Scott Thomson in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.