Digital marketing fundamentals: OMCP's official guide to OMCA certification
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, New Jersey
Wiley
[2023]
|
| Online-Zugang: | FHD01 |
| Beschreibung: | 1 Online-Ressource (x, 438 Seiten) |
| ISBN: | 9781119894612 |
Internformat
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| 245 | 1 | 0 | |a Digital marketing fundamentals |b OMCP's official guide to OMCA certification |c Greg Jarboe, Matt Bailey, Michael Stebbins with Brad Geddes, Kim Krause Berg, and Cindy Krum |
| 264 | 1 | |a Hoboken, New Jersey |b Wiley |c [2023] | |
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| 505 | 8 | |a Cover -- Title Page -- Copyright Page -- Contents -- Foreword -- Introduction -- Who Should Read This Book? -- Why Get a Digital Marketing Certification? -- What Are the Benefits of OMCA Certification? -- Chapter 1 Digital Marketing Strategy -- There Is No "One-Size-Fits-All" Way to Build an Audience -- Kraft Heinz: Isn't Anyone Going to Help That Poor Brand? -- Apply What You Just Learned -- Strategy Without Tactics Is the Slowest Route to Victory -- Nostalgia Marketing and What We Can Learn From John Lewis Ads -- Apply What You Just Learned | |
| 505 | 8 | |a Tactics Without Strategy Is the Noise Before Defeat -- How Is Marketing Going to Help Deliver on Your Business Strategy? -- Are You Adequately Aligned and Capable of Succeeding in this Market? -- Who Are Your Customers and What Are Their Needs and Expectations? -- Why Should Anyone Care or Take Notice? What Unique Value Are You Providing? -- How Does Your Market Break Down into Groups, and Which Will You Go After? -- How Will You Convey Your Product/Service and How Might That Differ by Individual Customer or Segment? | |
| 505 | 8 | |a What Is the Customer Journey, How Will You Understand and Improve It, and How Will You Support That with Content? -- How Will You Be Found in the Places Your Customers Are? -- How Will You Actively Get Your Message in Front of the Right People? -- What Data Do You Need to Support Your Marketing? How Do You Measure and Optimize Performance? -- Why Do You Still Need to Add a Dash of Marketing Imagination? -- Chapter 2 Digital Marketing Analytics -- My Analytics Journey -- Analytics Start with Goals -- Where Do the Data Come From? -- Gathering the Data -- What Data Does Analytics Script Collect? | |
| 505 | 8 | |a How Accurate Are the Data? -- Accuracy in Attribution -- Additional Data Sources and Tracking -- Navigating Data: Concepts and Terminology -- The ABCs of Analytics -- Segmentation Is the Key -- KPIs and Metrics -- Analytics in Context -- Stage 1: Impressions -- Stage 2: Engagement -- Stage 3: The Click -- Stage 4: Conversion -- Stage 5: Nurture -- The Final Stage: Customer Lifetime Value or Lifetime Customer Value -- Chapter 3 Digital Advertising -- The Nuts and Bolts of PPC Advertising -- Account Hierarchy -- Account Settings: Access and Billing -- Campaign Settings: Define Your Targets | |
| 505 | 8 | |a Ad Groups: A Collection of Keywords and Ads -- Bidding: How Much Do You Want to Pay for a Click? -- Conversions: Determining the Value of Your Clicks -- Targeting Beyond Search -- How PPC Fits into Your Company -- Digital Advertising Strategy and Planning -- Setting and Managing Goals -- Conversion Tracking -- Bidding Methods -- Researching and Creating Ad Groups -- Creating Compelling Ads -- PPC Targeting Options -- Creating Your First PPC Account -- PPC Analysis and Reporting -- Monitoring Your Data -- Testing Ads and Landing Pages -- Reporting -- Predefined Reports -- Summary | |
| 700 | 1 | |a Bailey, Matt |d 1969- |e Verfasser |0 (DE-588)1053039530 |4 aut | |
| 700 | 1 | |a Stebbins, Michael |e Verfasser |4 aut | |
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Datensatz im Suchindex
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| author | Jarboe, Greg 1949- Bailey, Matt 1969- Stebbins, Michael |
| author_GND | (DE-588)139076425 (DE-588)1053039530 |
| author_facet | Jarboe, Greg 1949- Bailey, Matt 1969- Stebbins, Michael |
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| author_sort | Jarboe, Greg 1949- |
| author_variant | g j gj m b mb m s ms |
| building | Verbundindex |
| bvnumber | BV048917618 |
| collection | ZDB-30-PQE |
| contents | Cover -- Title Page -- Copyright Page -- Contents -- Foreword -- Introduction -- Who Should Read This Book? -- Why Get a Digital Marketing Certification? -- What Are the Benefits of OMCA Certification? -- Chapter 1 Digital Marketing Strategy -- There Is No "One-Size-Fits-All" Way to Build an Audience -- Kraft Heinz: Isn't Anyone Going to Help That Poor Brand? -- Apply What You Just Learned -- Strategy Without Tactics Is the Slowest Route to Victory -- Nostalgia Marketing and What We Can Learn From John Lewis Ads -- Apply What You Just Learned Tactics Without Strategy Is the Noise Before Defeat -- How Is Marketing Going to Help Deliver on Your Business Strategy? -- Are You Adequately Aligned and Capable of Succeeding in this Market? -- Who Are Your Customers and What Are Their Needs and Expectations? -- Why Should Anyone Care or Take Notice? What Unique Value Are You Providing? -- How Does Your Market Break Down into Groups, and Which Will You Go After? -- How Will You Convey Your Product/Service and How Might That Differ by Individual Customer or Segment? What Is the Customer Journey, How Will You Understand and Improve It, and How Will You Support That with Content? -- How Will You Be Found in the Places Your Customers Are? -- How Will You Actively Get Your Message in Front of the Right People? -- What Data Do You Need to Support Your Marketing? How Do You Measure and Optimize Performance? -- Why Do You Still Need to Add a Dash of Marketing Imagination? -- Chapter 2 Digital Marketing Analytics -- My Analytics Journey -- Analytics Start with Goals -- Where Do the Data Come From? -- Gathering the Data -- What Data Does Analytics Script Collect? How Accurate Are the Data? -- Accuracy in Attribution -- Additional Data Sources and Tracking -- Navigating Data: Concepts and Terminology -- The ABCs of Analytics -- Segmentation Is the Key -- KPIs and Metrics -- Analytics in Context -- Stage 1: Impressions -- Stage 2: Engagement -- Stage 3: The Click -- Stage 4: Conversion -- Stage 5: Nurture -- The Final Stage: Customer Lifetime Value or Lifetime Customer Value -- Chapter 3 Digital Advertising -- The Nuts and Bolts of PPC Advertising -- Account Hierarchy -- Account Settings: Access and Billing -- Campaign Settings: Define Your Targets Ad Groups: A Collection of Keywords and Ads -- Bidding: How Much Do You Want to Pay for a Click? -- Conversions: Determining the Value of Your Clicks -- Targeting Beyond Search -- How PPC Fits into Your Company -- Digital Advertising Strategy and Planning -- Setting and Managing Goals -- Conversion Tracking -- Bidding Methods -- Researching and Creating Ad Groups -- Creating Compelling Ads -- PPC Targeting Options -- Creating Your First PPC Account -- PPC Analysis and Reporting -- Monitoring Your Data -- Testing Ads and Landing Pages -- Reporting -- Predefined Reports -- Summary |
| ctrlnum | (OCoLC)1378502977 (DE-599)BVBBV048917618 |
| format | Electronic eBook |
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| id | DE-604.BV048917618 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T21:55:03Z |
| indexdate | 2024-07-10T09:49:47Z |
| institution | BVB |
| isbn | 9781119894612 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-034181723 |
| oclc_num | 1378502977 |
| open_access_boolean | |
| owner | DE-1050 |
| owner_facet | DE-1050 |
| physical | 1 Online-Ressource (x, 438 Seiten) |
| psigel | ZDB-30-PQE ZDB-30-PQE FHD01_PQE_Kauf |
| publishDate | 2023 |
| publishDateSearch | 2023 |
| publishDateSort | 2023 |
| publisher | Wiley |
| record_format | marc |
| spelling | Jarboe, Greg 1949- Verfasser (DE-588)139076425 aut Digital marketing fundamentals OMCP's official guide to OMCA certification Greg Jarboe, Matt Bailey, Michael Stebbins with Brad Geddes, Kim Krause Berg, and Cindy Krum Hoboken, New Jersey Wiley [2023] 1 Online-Ressource (x, 438 Seiten) txt rdacontent c rdamedia cr rdacarrier Cover -- Title Page -- Copyright Page -- Contents -- Foreword -- Introduction -- Who Should Read This Book? -- Why Get a Digital Marketing Certification? -- What Are the Benefits of OMCA Certification? -- Chapter 1 Digital Marketing Strategy -- There Is No "One-Size-Fits-All" Way to Build an Audience -- Kraft Heinz: Isn't Anyone Going to Help That Poor Brand? -- Apply What You Just Learned -- Strategy Without Tactics Is the Slowest Route to Victory -- Nostalgia Marketing and What We Can Learn From John Lewis Ads -- Apply What You Just Learned Tactics Without Strategy Is the Noise Before Defeat -- How Is Marketing Going to Help Deliver on Your Business Strategy? -- Are You Adequately Aligned and Capable of Succeeding in this Market? -- Who Are Your Customers and What Are Their Needs and Expectations? -- Why Should Anyone Care or Take Notice? What Unique Value Are You Providing? -- How Does Your Market Break Down into Groups, and Which Will You Go After? -- How Will You Convey Your Product/Service and How Might That Differ by Individual Customer or Segment? What Is the Customer Journey, How Will You Understand and Improve It, and How Will You Support That with Content? -- How Will You Be Found in the Places Your Customers Are? -- How Will You Actively Get Your Message in Front of the Right People? -- What Data Do You Need to Support Your Marketing? How Do You Measure and Optimize Performance? -- Why Do You Still Need to Add a Dash of Marketing Imagination? -- Chapter 2 Digital Marketing Analytics -- My Analytics Journey -- Analytics Start with Goals -- Where Do the Data Come From? -- Gathering the Data -- What Data Does Analytics Script Collect? How Accurate Are the Data? -- Accuracy in Attribution -- Additional Data Sources and Tracking -- Navigating Data: Concepts and Terminology -- The ABCs of Analytics -- Segmentation Is the Key -- KPIs and Metrics -- Analytics in Context -- Stage 1: Impressions -- Stage 2: Engagement -- Stage 3: The Click -- Stage 4: Conversion -- Stage 5: Nurture -- The Final Stage: Customer Lifetime Value or Lifetime Customer Value -- Chapter 3 Digital Advertising -- The Nuts and Bolts of PPC Advertising -- Account Hierarchy -- Account Settings: Access and Billing -- Campaign Settings: Define Your Targets Ad Groups: A Collection of Keywords and Ads -- Bidding: How Much Do You Want to Pay for a Click? -- Conversions: Determining the Value of Your Clicks -- Targeting Beyond Search -- How PPC Fits into Your Company -- Digital Advertising Strategy and Planning -- Setting and Managing Goals -- Conversion Tracking -- Bidding Methods -- Researching and Creating Ad Groups -- Creating Compelling Ads -- PPC Targeting Options -- Creating Your First PPC Account -- PPC Analysis and Reporting -- Monitoring Your Data -- Testing Ads and Landing Pages -- Reporting -- Predefined Reports -- Summary Bailey, Matt 1969- Verfasser (DE-588)1053039530 aut Stebbins, Michael Verfasser aut Erscheint auch als Online-Ausgabe, epub 978-1-119-89460-5 Erscheint auch als Druck-Ausgabe, paperback 978-1-119-89457-5 |
| spellingShingle | Jarboe, Greg 1949- Bailey, Matt 1969- Stebbins, Michael Digital marketing fundamentals OMCP's official guide to OMCA certification Cover -- Title Page -- Copyright Page -- Contents -- Foreword -- Introduction -- Who Should Read This Book? -- Why Get a Digital Marketing Certification? -- What Are the Benefits of OMCA Certification? -- Chapter 1 Digital Marketing Strategy -- There Is No "One-Size-Fits-All" Way to Build an Audience -- Kraft Heinz: Isn't Anyone Going to Help That Poor Brand? -- Apply What You Just Learned -- Strategy Without Tactics Is the Slowest Route to Victory -- Nostalgia Marketing and What We Can Learn From John Lewis Ads -- Apply What You Just Learned Tactics Without Strategy Is the Noise Before Defeat -- How Is Marketing Going to Help Deliver on Your Business Strategy? -- Are You Adequately Aligned and Capable of Succeeding in this Market? -- Who Are Your Customers and What Are Their Needs and Expectations? -- Why Should Anyone Care or Take Notice? What Unique Value Are You Providing? -- How Does Your Market Break Down into Groups, and Which Will You Go After? -- How Will You Convey Your Product/Service and How Might That Differ by Individual Customer or Segment? What Is the Customer Journey, How Will You Understand and Improve It, and How Will You Support That with Content? -- How Will You Be Found in the Places Your Customers Are? -- How Will You Actively Get Your Message in Front of the Right People? -- What Data Do You Need to Support Your Marketing? How Do You Measure and Optimize Performance? -- Why Do You Still Need to Add a Dash of Marketing Imagination? -- Chapter 2 Digital Marketing Analytics -- My Analytics Journey -- Analytics Start with Goals -- Where Do the Data Come From? -- Gathering the Data -- What Data Does Analytics Script Collect? How Accurate Are the Data? -- Accuracy in Attribution -- Additional Data Sources and Tracking -- Navigating Data: Concepts and Terminology -- The ABCs of Analytics -- Segmentation Is the Key -- KPIs and Metrics -- Analytics in Context -- Stage 1: Impressions -- Stage 2: Engagement -- Stage 3: The Click -- Stage 4: Conversion -- Stage 5: Nurture -- The Final Stage: Customer Lifetime Value or Lifetime Customer Value -- Chapter 3 Digital Advertising -- The Nuts and Bolts of PPC Advertising -- Account Hierarchy -- Account Settings: Access and Billing -- Campaign Settings: Define Your Targets Ad Groups: A Collection of Keywords and Ads -- Bidding: How Much Do You Want to Pay for a Click? -- Conversions: Determining the Value of Your Clicks -- Targeting Beyond Search -- How PPC Fits into Your Company -- Digital Advertising Strategy and Planning -- Setting and Managing Goals -- Conversion Tracking -- Bidding Methods -- Researching and Creating Ad Groups -- Creating Compelling Ads -- PPC Targeting Options -- Creating Your First PPC Account -- PPC Analysis and Reporting -- Monitoring Your Data -- Testing Ads and Landing Pages -- Reporting -- Predefined Reports -- Summary |
| title | Digital marketing fundamentals OMCP's official guide to OMCA certification |
| title_auth | Digital marketing fundamentals OMCP's official guide to OMCA certification |
| title_exact_search | Digital marketing fundamentals OMCP's official guide to OMCA certification |
| title_exact_search_txtP | Digital marketing fundamentals OMCP's official guide to OMCA certification |
| title_full | Digital marketing fundamentals OMCP's official guide to OMCA certification Greg Jarboe, Matt Bailey, Michael Stebbins with Brad Geddes, Kim Krause Berg, and Cindy Krum |
| title_fullStr | Digital marketing fundamentals OMCP's official guide to OMCA certification Greg Jarboe, Matt Bailey, Michael Stebbins with Brad Geddes, Kim Krause Berg, and Cindy Krum |
| title_full_unstemmed | Digital marketing fundamentals OMCP's official guide to OMCA certification Greg Jarboe, Matt Bailey, Michael Stebbins with Brad Geddes, Kim Krause Berg, and Cindy Krum |
| title_short | Digital marketing fundamentals |
| title_sort | digital marketing fundamentals omcp s official guide to omca certification |
| title_sub | OMCP's official guide to OMCA certification |
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