Titlebook: How to Measure Digital Marketing; Metrics for Assessin Laurent Florès Book 2014 Palgrave Macmillan, a division of Macmillan Publishers Limi

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FLORA

978-1-349-46488-3Palgrave Macmillan, a division of Macmillan Publishers Limited 2014

發(fā)生

Definitions of and actors involved in digital marketing’s return on investmentThe emergence of the Internet – a wholly new medium – and its implications are probably the biggest change that marketing has faced since World War II. It is no longer just a fad, but a truly new order.

疏忽

CLAM

VEIL

合并

Measuring earned mediaMeasuring earned media is a matter of some complexity, linked to their inherent nature, which blends both spontaneous actions and/or reactions, as well as the diversity of social platforms.

Aerate

From 360° communication to integrated marketing communicationBrand communication is becoming more and more difficult, with the fragmentation of media, shrinking advertising budgets, and increasingly “ad zapping,” “mediavore” consumers (those with a voracious appetite for any form of media).

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