Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

Digital Advertising: Measurement, Metrics and Future Research Agenda

Digital Advertising: Measurement, Metrics and Future Research Agenda

Digital advertising: measurement, metrics and future research agenda
Sarah Turnbull

John Wanamaker's famous quote about ‘advertising waste’ is still valid today, more than a century later. The difference is, today we have a greater understanding of that waste along with potential solutions for eliminating it. Advancements in viewability standards, third-party measurement of audience reach and frequency, anti-fraud actions and audits, cross-platform transparency, and eliminating harmful content are helping marketers identify sources of waste, eliminate wasteful spending, and improve effectiveness. More progress is dependent on working together across the entire media supply chain – marketers, agencies, media platforms, and providers – to address persistent inefficiencies. With all of the brainpower, creativity, and technology available ...

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