Schwarz-Musch:Digitale Werbung in der P

This book explains how companies can successfully plan and implement their online campaigns, even after the end of third-party cookies. Campaigns on social media platforms, search engines, and through display advertising can still be effective if potential customers are targeted specifically. The authors demonstrate how this can be achieved without cookies: the development of a 'Minimum Viable Persona' and the definition of campaign groups along the customer journey play central roles. For each touchpoint on the path to purchase, milestones must be defined, allowing for easy verification of the effectiveness and efficiency of the measures. A work for marketing professionals seeking solutions in the post-cookie era to continue reaching their target audiences without wastage.