Digital communication:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Berlin
Logos Verlag Berlin
[2021]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | Bibliography S. 89 - 107 |
| Beschreibung: | 107 Seiten 21 cm |
| ISBN: | 9783832553203 3832553207 |
Internformat
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| 653 | |a Media Convergence | ||
| 653 | |a Disruption | ||
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Datensatz im Suchindex
| _version_ | 1804182860181012480 |
|---|---|
| adam_text | TABLE
OF
CONTENT
1
INTRODUCTION
.................................................................................................
7
2
AIM
OF
THE
BOOK
...........................................................................................
9
2.1
RESEARCH
QUESTIONS
................................................................................
9
2.1.1
RESEARCH
DESIGN
............................................................................
10
2.1.2
CURRENT
STATE
OF
KNOWLEDGE
............................................................
10
3
TECHNICAL
REFERENCE
FRAMEWORK
................................................................
15
3.1
INDUSTRIAL
REVOLUTIONS
.............................................................................
15
3.1.1
FROM
ARPANET
TO
THE
WORD-WIDE-WEB
.......................................
17
3.1.2
INTERNET
USAGE
IN
GERMANY
............................................................
19
3.2
DIGITISATION
AND
DIGITALISATION
................................................................
19
3.2.1
DEFINITION
DIGITISATION
......................................................................
20
3.2.2 DIGITALISATION
OF
PROCESSES
.............................................................
21
3.2.3 DIGITALISATION
OF
BUSINESS
MODELS
...................................................
21
3.2.4 DIGITALISATION
IN
THE
PURCHASING
PROCESS
..........................................
22
3.2.5
DEVELOPMENT
OF
DIGITALISATION
IN
COMMERCE
..................................
23
3.3
TECHNOLOGICAL
DEVELOPMENT
..................................................................
24
3.3.1
FROM
MOBILE
PHONES
TO
SMARTPHONES
...........................................
25
3.3.2
INCREASE
IN
CONTACT
POINTS
..............................................................
27
4
MEDIA
IN
CHANGE
.......................................................................................
29
4.1
MEDIA
DEFINITION
.....................................................................................
29
4.1.1
INTERNET
AND
MEDIA
LANDSCAPE
........................................................
29
4.1.2
MEDIA
CHANGE
................................................................................
30
4.1.3
CHANGE
IN
CONSUMERS
...................................................................
30
4.1.4
COMMUNICATION
MODEL
..................................................................
31
4.2
MARKETING
MIX
FROM
4
P
TO
4
C
...............................................................
33
4.3
ONLINE
MARKETING
...................................................................................
34
4.3.1
AFFILIATE
MARKETING
..........................................................................
36
4.3.2
SEARCH
ENGINE
OPTIMISATION
............................................................
36
4.4
EMAIL
AND
NEWSLETTER
MARKETING
............................................................
38
4.5
ONLINE
ADVERTISING
.................................................................................
39
4.6
CUSTOMER-RELATIONSHIP-MANAGEMENT
(CRM)
........................................
40
5
SOCIAL
MEDIA
.............................................................................................
43
5.1.1
SOCIAL
MEDIA
DEFINITION
..................................................................
43
3
5.1.2
GOALS
OF
SOCIAL
MEDIA
.....................................................................
45
5.1.3 SOCIAL
NETWORKING
...........................................................................
46
5.2
DEMARCATION
OF
SOCIAL
MEDIA
PORTALS
.....................................................
46
5.2.1
BLOGS
AND
MICROBLOGS
.....................................................................
46
5.2.2
SOCIAL
NETWORKS
..............................................................................
47
5.2.3
BUSINESS
NETWORKS
.........................................................................
47
5.2.4 PHOTO
AND
VIDEO
PLATFORMS
.............................................................
48
5.2.5
INTERNET
FORUMS
...............................................................................
48
5.3
IMPORTANT
SOCIAL
MEDIA
PLATFORMS
..........................................................
48
5.3.1
XING
AND
LINKEDLN
..........................................................................
48
5.3.2
TWITTER
.............................................................................................
50
5.3.3
FACEBOOK
........................................................................................
51
5.3.4
INSTAGRAM
........................................................................................
52
5.3.5
YOUTUBE
.........................................................................................
53
5.3.6
SNAPCHAT
.........................................................................................
54
5.3.7
PINTEREST
..........................................................................................
54
6
CLASSICAL
AND
SOCIAL
MEDIA
....................................................................
55
6.1
PRINT
MEDIA
AND
DIGITALISATION
................................................................
55
6.1.1
NEWSPAPERS
....................................................................................
55
6.1.2
JOURNALS
..........................................................................................
57
6.1.3
CONTENT
MARKETING
..........................................................................
57
6.1.4
NEW
FORMS
OF
COMMUNICATION
IN
MEDIA
HOUSES
.............................
58
6.1.5
DIGITAL
ADVERTISING
IN
MEDIA
COMPANIES
..........................................
59
6.1.6
NATIVE
ADVERTISING
..........................................................................
59
6.1.7
SALES
REVENUE
MODELS
...................................................................
60
6.2
DEVELOPMENT
OF
BROADCASTING
..............................................................
61
6.2.1
THE
IMPORTANCE
OF
RADIO
.................................................................
62
6.2.2
AUDIO
USAGE
....................................................................................
63
6.2.3
INFLUENCE
OF
THE
INTERNET
ON
AUDIO
CONSUMPTION
.............................
64
6.3
HISTORY
OF
THE
TV
...................................................................................
65
6.3.1
IMPACT
OF
DIGITISATION
ON
TELEVISION
.................................................
66
6.3.2 FINANCING
OF
THE
BROADCASTERS
........................................................
68
6.3.3
PUBLIC
SERVICE
BROADCASTING
...........................................................
68
6.3.4
ADVERTISING-FINANCED
TELEVISION
......................................................
68
6.3.5
SUBSCRIPTION-FINANCED
TELEVISION
....................................................
69
6.3.6
DEVELOPMENT
OF
TELEVISION
CONSUMPTION
........................................
69
6.3.7
MODERN
BROADCASTING
CONCEPTS
......................................................
71
6.3.8
ONLINE
STREAMING
SERVICES
..............................................................
71
6.3.9
TELEVISION
AS
A
KEY
MEDIUM
...........................................................
72
6.4
THE TELEVISION
OF
THE
FUTURE
...................................................................
73
6.4.1
CONNECTED
TV
...............................................................................
73
6.4.2
SOCIAL
TV
........................................................................................
74
6.4.3
IMMERSIVE
TV
.................................................................................
74
6.4.4
MOBILE
TV
.......................................................................................
75
6.4.5
SERVICE
TV
.....................................................................................
75
6.4.6
PERSONAL
TV
...................................................................................
75
6.4.7
PROSPECTS
AND
CONCLUSION
..............................................................
76
7
INFLUENCER
MARKETING
.................................................................................
77
7.1.1
DEVELOPMENT
OF
INFLUENCER
MARKETING
............................................
78
7.1.2
INFLUENCER
MARKETING
AND
BUDGET
OBJECTIVES
.................................
79
7.1.3
TYPES
OF
INFLUENCERS
.......................................................................
79
7.1.4
KEY,
SOCIAL
AND
PEER
INFLUENCERS
....................................................
80
7.1.5
MICRO,
MACRO,
MEGA
INFLUENCER
.....................................................
80
7.2
PRINCIPLES
OF
INFLUENCE
...........................................................................
81
7.3
SUCCESS
FACTORS
FOR
INFLUENCER
MARKETING
..............................................
81
7.4
COSTS
OF
AN
INFLUENCER
CAMPAIGN
...........................................................
82
8
RESULTS:
.....................................................................................................
83
8.1
SUCCESS
CONTROL
OF
SOCIAL
MEDIA
...........................................................
84
8.2
DEALING
WITH
TARGET
GROUP
......................................................................
86
|
| adam_txt |
TABLE
OF
CONTENT
1
INTRODUCTION
.
7
2
AIM
OF
THE
BOOK
.
9
2.1
RESEARCH
QUESTIONS
.
9
2.1.1
RESEARCH
DESIGN
.
10
2.1.2
CURRENT
STATE
OF
KNOWLEDGE
.
10
3
TECHNICAL
REFERENCE
FRAMEWORK
.
15
3.1
INDUSTRIAL
REVOLUTIONS
.
15
3.1.1
FROM
ARPANET
TO
THE
WORD-WIDE-WEB
.
17
3.1.2
INTERNET
USAGE
IN
GERMANY
.
19
3.2
DIGITISATION
AND
DIGITALISATION
.
19
3.2.1
DEFINITION
DIGITISATION
.
20
3.2.2 DIGITALISATION
OF
PROCESSES
.
21
3.2.3 DIGITALISATION
OF
BUSINESS
MODELS
.
21
3.2.4 DIGITALISATION
IN
THE
PURCHASING
PROCESS
.
22
3.2.5
DEVELOPMENT
OF
DIGITALISATION
IN
COMMERCE
.
23
3.3
TECHNOLOGICAL
DEVELOPMENT
.
24
3.3.1
FROM
MOBILE
PHONES
TO
SMARTPHONES
.
25
3.3.2
INCREASE
IN
CONTACT
POINTS
.
27
4
MEDIA
IN
CHANGE
.
29
4.1
MEDIA
DEFINITION
.
29
4.1.1
INTERNET
AND
MEDIA
LANDSCAPE
.
29
4.1.2
MEDIA
CHANGE
.
30
4.1.3
CHANGE
IN
CONSUMERS
.
30
4.1.4
COMMUNICATION
MODEL
.
31
4.2
MARKETING
MIX
FROM
4
P
TO
4
C
.
33
4.3
ONLINE
MARKETING
.
34
4.3.1
AFFILIATE
MARKETING
.
36
4.3.2
SEARCH
ENGINE
OPTIMISATION
.
36
4.4
EMAIL
AND
NEWSLETTER
MARKETING
.
38
4.5
ONLINE
ADVERTISING
.
39
4.6
CUSTOMER-RELATIONSHIP-MANAGEMENT
(CRM)
.
40
5
SOCIAL
MEDIA
.
43
5.1.1
SOCIAL
MEDIA
DEFINITION
.
43
3
5.1.2
GOALS
OF
SOCIAL
MEDIA
.
45
5.1.3 SOCIAL
NETWORKING
.
46
5.2
DEMARCATION
OF
SOCIAL
MEDIA
PORTALS
.
46
5.2.1
BLOGS
AND
MICROBLOGS
.
46
5.2.2
SOCIAL
NETWORKS
.
47
5.2.3
BUSINESS
NETWORKS
.
47
5.2.4 PHOTO
AND
VIDEO
PLATFORMS
.
48
5.2.5
INTERNET
FORUMS
.
48
5.3
IMPORTANT
SOCIAL
MEDIA
PLATFORMS
.
48
5.3.1
XING
AND
LINKEDLN
.
48
5.3.2
TWITTER
.
50
5.3.3
FACEBOOK
.
51
5.3.4
INSTAGRAM
.
52
5.3.5
YOUTUBE
.
53
5.3.6
SNAPCHAT
.
54
5.3.7
PINTEREST
.
54
6
CLASSICAL
AND
SOCIAL
MEDIA
.
55
6.1
PRINT
MEDIA
AND
DIGITALISATION
.
55
6.1.1
NEWSPAPERS
.
55
6.1.2
JOURNALS
.
57
6.1.3
CONTENT
MARKETING
.
57
6.1.4
NEW
FORMS
OF
COMMUNICATION
IN
MEDIA
HOUSES
.
58
6.1.5
DIGITAL
ADVERTISING
IN
MEDIA
COMPANIES
.
59
6.1.6
NATIVE
ADVERTISING
.
59
6.1.7
SALES
REVENUE
MODELS
.
60
6.2
DEVELOPMENT
OF
BROADCASTING
.
61
6.2.1
THE
IMPORTANCE
OF
RADIO
.
62
6.2.2
AUDIO
USAGE
.
63
6.2.3
INFLUENCE
OF
THE
INTERNET
ON
AUDIO
CONSUMPTION
.
64
6.3
HISTORY
OF
THE
TV
.
65
6.3.1
IMPACT
OF
DIGITISATION
ON
TELEVISION
.
66
6.3.2 FINANCING
OF
THE
BROADCASTERS
.
68
6.3.3
PUBLIC
SERVICE
BROADCASTING
.
68
6.3.4
ADVERTISING-FINANCED
TELEVISION
.
68
6.3.5
SUBSCRIPTION-FINANCED
TELEVISION
.
69
6.3.6
DEVELOPMENT
OF
TELEVISION
CONSUMPTION
.
69
6.3.7
MODERN
BROADCASTING
CONCEPTS
.
71
6.3.8
ONLINE
STREAMING
SERVICES
.
71
6.3.9
TELEVISION
AS
A
KEY
MEDIUM
.
72
6.4
THE TELEVISION
OF
THE
FUTURE
.
73
6.4.1
CONNECTED
TV
.
73
6.4.2
SOCIAL
TV
.
74
6.4.3
IMMERSIVE
TV
.
74
6.4.4
MOBILE
TV
.
75
6.4.5
SERVICE
TV
.
75
6.4.6
PERSONAL
TV
.
75
6.4.7
PROSPECTS
AND
CONCLUSION
.
76
7
INFLUENCER
MARKETING
.
77
7.1.1
DEVELOPMENT
OF
INFLUENCER
MARKETING
.
78
7.1.2
INFLUENCER
MARKETING
AND
BUDGET
OBJECTIVES
.
79
7.1.3
TYPES
OF
INFLUENCERS
.
79
7.1.4
KEY,
SOCIAL
AND
PEER
INFLUENCERS
.
80
7.1.5
MICRO,
MACRO,
MEGA
INFLUENCER
.
80
7.2
PRINCIPLES
OF
INFLUENCE
.
81
7.3
SUCCESS
FACTORS
FOR
INFLUENCER
MARKETING
.
81
7.4
COSTS
OF
AN
INFLUENCER
CAMPAIGN
.
82
8
RESULTS:
.
83
8.1
SUCCESS
CONTROL
OF
SOCIAL
MEDIA
.
84
8.2
DEALING
WITH
TARGET
GROUP
.
86 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Nüßlein, Rainer A. |
| author_facet | Nüßlein, Rainer A. |
| author_role | aut |
| author_sort | Nüßlein, Rainer A. |
| author_variant | r a n ra ran |
| building | Verbundindex |
| bvnumber | BV047517393 |
| classification_rvk | QP 637 |
| ctrlnum | (OCoLC)1260201901 (DE-599)DNB1236587367 |
| dewey-full | 658.45 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.45 |
| dewey-search | 658.45 |
| dewey-sort | 3658.45 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV047517393 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T18:23:31Z |
| indexdate | 2024-07-10T09:14:15Z |
| institution | BVB |
| institution_GND | (DE-588)1065538812 |
| isbn | 9783832553203 3832553207 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032918131 |
| oclc_num | 1260201901 |
| open_access_boolean | |
| owner | DE-N2 |
| owner_facet | DE-N2 |
| physical | 107 Seiten 21 cm |
| publishDate | 2021 |
| publishDateSearch | 2021 |
| publishDateSort | 2021 |
| publisher | Logos Verlag Berlin |
| record_format | marc |
| spelling | Nüßlein, Rainer A. Verfasser aut Digital communication Rainer A. Nüßlein Berlin Logos Verlag Berlin [2021] 107 Seiten 21 cm txt rdacontent n rdamedia nc rdacarrier Bibliography S. 89 - 107 Unternehmen (DE-588)4061963-1 gnd rswk-swf Neue Medien (DE-588)4196910-8 gnd rswk-swf Medienkonvergenz (DE-588)1024346722 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf Communication Social Media Media Management Media Convergence Disruption Unternehmen (DE-588)4061963-1 s Kommunikation (DE-588)4031883-7 s Neue Medien (DE-588)4196910-8 s Medienkonvergenz (DE-588)1024346722 s DNB Logos Verlag Berlin (DE-588)1065538812 pbl X:MVB text/html http://deposit.dnb.de/cgi-bin/dokserv?id=8d828c78c4cd484493b9cd8d7438f682&prov=M&dok_var=1&dok_ext=htm Inhaltstext B:DE-101 application/pdf https://d-nb.info/1236587367/04 Inhaltsverzeichnis DNB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032918131&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p dnb 20211009 DE-101 https://d-nb.info/provenance/plan#dnb |
| spellingShingle | Nüßlein, Rainer A. Digital communication Unternehmen (DE-588)4061963-1 gnd Neue Medien (DE-588)4196910-8 gnd Medienkonvergenz (DE-588)1024346722 gnd Kommunikation (DE-588)4031883-7 gnd |
| subject_GND | (DE-588)4061963-1 (DE-588)4196910-8 (DE-588)1024346722 (DE-588)4031883-7 |
| title | Digital communication |
| title_auth | Digital communication |
| title_exact_search | Digital communication |
| title_exact_search_txtP | Digital communication |
| title_full | Digital communication Rainer A. Nüßlein |
| title_fullStr | Digital communication Rainer A. Nüßlein |
| title_full_unstemmed | Digital communication Rainer A. Nüßlein |
| title_short | Digital communication |
| title_sort | digital communication |
| topic | Unternehmen (DE-588)4061963-1 gnd Neue Medien (DE-588)4196910-8 gnd Medienkonvergenz (DE-588)1024346722 gnd Kommunikation (DE-588)4031883-7 gnd |
| topic_facet | Unternehmen Neue Medien Medienkonvergenz Kommunikation |
| url | http://deposit.dnb.de/cgi-bin/dokserv?id=8d828c78c4cd484493b9cd8d7438f682&prov=M&dok_var=1&dok_ext=htm https://d-nb.info/1236587367/04 http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032918131&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT nußleinrainera digitalcommunication AT logosverlagberlin digitalcommunication |