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This book shows the role data plays in communication and marketing and how it can be used as an important source for storytelling. Because data, as a raw material of the digital age, inspires corporate strategy. Provided it is collected, interpreted and processed properly, it provides new and sometimes surprising insights into contexts and offers the opportunity to develop exciting stories from it. Stories that also create relevance with regard to corporate goals, spark dialogues and make communication effective. The author explains in an easy-to-understand way how data-based communication strategies can be turned into gripping stories. He also provides useful tools and shows why data can lie, how important its visual processing is, where its use meets ethical limits and why data protection is also a business opportunity. Using practical examples, the book offers marketing and communication experts - but also interested managers from other disciplines - numerous inspirations and new perspectives.

This book helps marketing decision makers in allocating their budget to diverse communication channels and different business units in an ROI-optimal way, and to adapt it in an agile manner. The optimal allocation of resources in marketing is not very complex in theory, but in practice a variety of questions arise, for example: How do you find the optimal mix, even across brands and product lines, and how do you adjust it dynamically? What is the right balance between image and performance marketing? How do you tackle strategic data management and other organizational challenges?The authors guide the reader through the entire process from data collection to marketing mix modeling and campaign tracking to tool selection. The book strikes the right balance between theoretical sophistication and necessary pragmatism, with numerous concrete recommendations for decision makers.

Small business marketers don't need to understand technical minutia of websites or the high-level social media strategies of national consumer brands. They need to understand how to build successful marketing machines that they can sustain with the resources they have available. This book will help small-business B2B marketers build a strong digital presence that will drive growth. Most B2B buyers are about two-thirds of the way through their purchase process before they are willing to engage with a salesperson.  Therefore, having a strong digital presence is the difference between making your prospect's short list and your prospect not even knowing you exist. Most critically, a strong digital presence relies on content written from your audience's perspective. This book provides insight and information about the questions that are critical to their business and that you can help them solve. It is the key to capturing their attention, gaining their trust, and winning their business. Marketing can't work its magic alone. It needs the support of strong branding and must provide support to well-executed sales processes. Marketing for Small B2B Businesses will dive into the relationship between each of these areas. What You'll LearnBuild a website that serves as the hub of your marketingEstablish a content promotion plan that puts your content in front of the right audienceDevelop strategies and tactical plans for finding the channels best suited to your message such as social media and email marketing Create effective content in a timely manner with the resources you have availableTrack what is working and what needs improvement via an analytics platform to consistently produce strong marketing returnsWho This Book Is ForThe primary audience is B2B small business owners and B2B small business marketing leaders. 

Social Media Marketing: Ksi¿¿ka o marketingu online, która pokazuje, jak wykorzystä skuteczny marketing w mediach spöecznöciowych, aby sprzedä swój biznes lub samozatrudnienie!Chcesz wiedzie¿, co tak naprawd¿ decyduje o sukcesie influencera? W tej ksi¿¿ce poznasz podstawy marketingu na Instagramie, YouTube, Facebooku i Co.O mediach spöecznöciowych wie dzi¿ kädy i wiele osób ju¿ z nich korzysta - ¿wiadomie lub nie¿wiadomie. Ale co dok¿adnie jest social media i jak möe pomóc Ci jako us¿ugodawca, start-up lub firma, aby stä si¿ bardziej skuteczne? Dowiesz si¿ równie¿, jak w ¿atwy i szybki sposób möesz zacz¿¿ dziää w social media marketingu, co czyni dobrego influencera i która platforma najlepiej sprawdzi si¿ w Twojej karierze.Czego si¿ spodziewä:Czym s¿ media spöecznöciowe i jak möna na nich prowadzi¿ marketing?Dlaczego firmom op¿aca si¿ równie¿ reklamowä w mediach spöecznöciowych?Jakie s¿ poszczególne platformy i co maj¿ do zaoferowania?Jak rozpocz¿¿ w¿asn¿ karier¿ jako influencer?Jak storytelling sprawdza si¿ w marketingu internetowym?Jak zdigitalizowä swoj¿ ofert¿ i sprzedä j¿ w internecie.Media spöecznöciowe daj¿ wiele möliwöci, aby odnie¿¿ sukces. Dla firm czy start-upów sieci spöecznöciowe oferuj¿ niezwykle du¿y potencjä. Ta ksi¿¿ka to cäöciowe spojrzenie na marketing w mediach spöecznöciowych i na to, co oznacza skuteczny marketing w sieci. Podkre¿la, dlaczego firmy powinny równie¿ przyjrze¿ si¿ marketingowi na Pinterest, Instagramie, Google, Facebooku i co. oraz oferuje kompleksowy przewodnik do rozpocz¿cia w¿asnej kariery w mediach spöecznöciowych. Ksi¿¿ka jest napisana przez dwóch ekspertów cyfrowych, którzy zbudowali kilka w¿asnych biznesów i skalowali je za pomoc¿ marketingu internetowego.Ksi¿¿ka przekonuje za pomoc¿:Ponad 130 stron wysokiej jaköci tre¿ci.Ponad 30 ilustracjiWiedza specjalistycznaTre¿ci na wszystkich wänych platformach social mediai wiele wi¿cej!Kup t¿ ksi¿¿k¿ teraz i zacznij od udanej kariery w mediach spöecznöciowych i skalowania swojego biznesu ju¿ dzi¿.

Czy Ty równie¿ szukasz ¿atwego sposobu na w¿¿czenie content marketingu do swojej firmy? Czy jeste¿ ¿wiadomy niezliczonych korzy¿ci, jakie profesjonalny content marketing möe przynie¿¿ Twojej firmie? A möe jeszcze nie wiesz dok¿adnie, co möesz osi¿gn¿¿ tworz¿c profesjonalne tre¿ci?Social media stäy si¿ w dzisiejszych czasach bardzo cz¿sto wykorzystywan¿ i obiecuj¿c¿ platform¿ reklamow¿. Grupy docelowe firm, a tym samym Twoi potencjalni klienci sp¿dzaj¿ düo czasu "online" konsumuj¿c te sieci spöecznöciowe. W procesie tym to przede wszystkim tre¿ci oferuj¿ce prawdziw¿ wartö¿ dodan¿ pozostaj¿ w pami¿ci. Dlatego tak wäne jest, aby innowacyjne firmy, które id¿ z duchem czasu, wskoczy¿y na ten wózek i wymy¿li¿y strategi¿ dla content marketingu, która dziäa. Ta ksi¿¿ka pomöe Ci zrozumie¿, czym jest content marketing i jak möesz go z zyskiem wykorzystä w swoim biznesie.Czego si¿ spodziewä:Czym jest content marketing i jakie formy möna stosowä na której platformie social media?Jak generowane s¿ skuteczne tre¿ci?Co kryje si¿ pod poj¿ciem recyklingu tre¿ci?Dlaczego warto prowadzi¿ bloga lub podcast dla w¿asnej firmy?i wiele wi¿cej ...Kup t¿ ksi¿¿k¿ jü teraz, aby natychmiast generowä lepsze tre¿ci w mediach spöecznöciowych i zyskä wi¿ksze grono zwolenników, a tak¿e wi¿cej klientów!

Cloud computing is at the vanguard of the Metaverse-driven digital transformation. As a result, the cloud is ubiquitous; emerging as a mandate for organizations spanning size, sectors, and geographies. Cloud Governance: Basics and Practice brings to life the diverse range of opportunities and risks associated with governing the adoption and enterprise-wide use of the cloud. Corporate governance is uniquely disrupted by the cloud; exacerbating existing risks, and creating new and unexpected operational, cybersecurity, and regulatory risks. The cloud further extends the enterprise's reliance on cloud service providers (CSPs), fueling an urgent need for agile and resilient business and IT strategies, governance, enterprise risk management (ERM), and new skills. This book discusses how the cloud is uniquely stressing corporate governance. Cloud Governance is a user-friendly practical reference guide with chapter-based self-assessment questions. The chapters in this book are interconnected and centered in a cloud governance ecosystem. This book will guide teachers, students and professionals as well as operational and risk managers, auditors, consultants and boards of directors. Events around the bookLink to a De Gruyter online event where authors Steven Mezzio & Meredith Stein discuss the interplay of cloud computing and corporate governance functions with Jacqueline de Rojas, president of techUK and chair of the board of Digital Leaders. The event will be moderated by Richard Freeman, founder and CEO of always possible:https://youtu.be/orPwKKcPVsY

Die Einfuhrung und insbesondere die Skalierung von KI erfordert sowohl im Marketing als auch im Gesamtunternehmen einen grundlegenden Veranderungsprozess. Damit dieser gelingen kann, mussen der organisatorische Rahmen und in der Folge die Ablauf- und Aufbauorganisation angepasst werden. Zudem muss der CMO einen pragmatischen Weg finden, erste Erfahrungen beim Einsatz von KI zu gewinnen und mit Hilfe der daraus abgeleiteten Erkenntnisse, den Transformationsprozess im Gesamtunternehmen zu unterstutzen. In diesem Band der Reihe "e;Science meets Practice"e; werden die wesentlichen Handlungsfelder fur einen CMO wie die Gestaltung der KI-Narrative, des KI-Organismus sowie der KI-Kompetenzen erlautert.Video per App: einfach die SN More Media App kostenfrei herunterladen, einen Link mit dem Play-Button scannen und sofort das Video auf Smartphone oder Tablet ausspielen.Der InhaltBeschreibung der neuen Rahmenbedingungen des Marketings, bedingt durch Markt, Wettbewerb und TechnologieEinfuhrung in das Konzept der KIDiskussion von Barrieren und Erfolgsfaktoren bei der Adaption von KIBeschreibung eines Gestaltungsrahmens fur die Neuausrichtung der Ablauf- und Aufbauorganisation im Marketing in einer KI-gepragten UmweltKonkrete Handlungsempfehlungen fur die Einfuhrung von KI in Ihrer Marketingorganisation Videos mit Experteninterviews

The Internet has become mobile: the iPhone and the iPad have set off a wave of new developments, with eBooks, eJournals, and apps spearheading a new mass market. This volume contains practical instructions for the design and realization of products for the mobile publishing market. Starting from an analysis of how the market has developed, the authors use case examples to present the step-by-step course of product development. The presentation begins with a discussion of target group analysis and a consideration of suitable carrier media and product forms, and continues through marketing, a description of existing technologies, and a discussion of possible business models.

'It is rare for a business analysis to read like a thriller - this one does.' - Azeem Azhar, Founder, Exponential View'Vital to understanding how [TikTok] works and the impact it's having.' - Damian Collins MP, former chairman of the House of Commons Digital, Culture, Media and Sport Select Committee'TikTok Boom is a must-read for students, scholars, and policymakers.' - David Craig, Clinical Professor, USC AnnenbergIn just a few years, TikTok has stormed ahead of its rivals to become the world's biggest app. Where did it come from and how did it overtake its rivals?Journalist Chris Stokel-Walker delves deep into the origins of China's viral video app. He yields new insights into its culture, addictive algorithm, and influencer ecosystem. And he reveals the influence its owners at its parent company ByteDance in Beijing are having on hundreds of millions worldwide through the policing of little-known content guidelines, including those on physical appearances.TikTok is the emerging battleground for a geopolitical tussle between East and West for control of social media. It has already been banned in India and a ban in the USA has been suggested by Republican politicians.TikTok Boom is a rollercoaster business story bristling with ambition and drama.Find out where TikTok came from, where it's going what it can do for you. Reviews'A careful, detailed teardown of the people, culture and technology behind the world's most dynamic social network. It is rare for a business analysis to read like a thriller - this one does.' - Azeem Azhar, Founder, Exponential View'It's clear that Stokel-Walker's strength is that he's not just TikTok-literate, he's TikTok-fluent. He knows the product, the people, and the entire ecosystem inside and out, and it is this familiarity that makes his telling so compelling because he knows how to make you feel like you, too, are an insider in this strange new world.' - Rui Ma, founder, Tech Buzz China 'Blending journalistic narrative with state-of-the-art academic research, no other author comes close to weaving this epic tale of the rise of China's first global platform threatening Silicon's Valley hegemony while operating as inflection point around the rise of one globe two Internet systems. This is a must-read for students, scholars, and policymakers.' - David Craig, Clinical Professor, USC AnnenbergStartAndy Warhol's idea that anyone can be famous for 15 minutes has never looked shakier. In the programme for an exhibition in Stockholm in 1968, the American pop art pioneer wrote: 'In the future, everyone will be world-famous for 15 minutes.' What struck many at the time as an outlandish prediction is in danger of being undercut by reality in the third decade of the 21st Century. On TikTok, anyone with a mobile phone can become known to hundreds of millions of people for a matter of seconds and then slip back into anonymity. True, a run of successful self-shot videos can propel an individual from an everyday life into that of a multi-millionaire. Unlike in Warhol's age, however, the metamorphosis from ordinariness to fame occurs not through the multiple media channels of Andy Warhol's age, but through a single, super-fast, ever-mutating social media app. Which is ultimately owned in China and ruled over by an inscrutable algorithm.Buy the book to carry on reading

Dieses essential beschreibt, wie Sie durch den Aufbau von Backlinks (Signale aus den sozialen Netzwerken oder gezieltes Reputationsmanagement jenseits der eigenen Websiteoptimierung) hohe Positionen bei Google & Co erreichen konnen. Offpage-Optimierung, auch oft Offsite-Optimierung genannt, bezeichnet alle Manahmen im Online-Marketing, die nicht die eigene Seite betreffen, sondern auf anderen Webseiten Einfluss auf das eigene Ranking nehmen. Der Autor gibt einen Einblick in die Mechanismen der Offpage-Optimierung und eine strukturierte Anleitung, wie Sie Ihr Ranking durch gezielte Manahmen verbessern konnen. Eine kompakte Einfuhrung fur kleine und mittelgroe Unternehmen, Einzelkampfer, Grunder und Start-ups und alle, die ihre Webseite boosten wollen.

Dieses Essential erklart, wie Sie Ihre Webseite oder Ihren Onlineshop fur die Top-Platze der Suchmaschinen fit machen konnen - insbesondere beim Marktfuhrer Google. Denn wenn Sie heute mit digitalen oder physischen Produkten oder auch Dienstleistungen in den Online-Verkauf einsteigen wollen, sind Sie auf gute Positionen in der organischen Suche angewiesen. Zudem gewinnen Sie nur mit einer attraktiven Seite und uberzeugenden Inhalten das gute Bauchgefuhl Ihrer Seitenbesucher und erzielen die gewunschten Conversions. Der Autor erlautert alle grundlegenden Regeln der Suchmaschinenoptimierung, welche Bedeutung der Algorithmus hat, wie eine fundierte Webseitenanalyse aussieht und alles Wissenswerte rund um Keywords und technische Aspekte.Eine kompakte Einfuhrung fur kleine und mittelgroe Unternehmen, Einzelkampfer, Grunder und Start-ups und alle, die ihre Webseite boosten wollen. 

Dieses Buch bietet einen Einstieg in die Entwicklung und Herausforderungen des nachhaltigen Konsumverhaltens im E-Commerce und zeigt auf, wie mittels Nudging im Onlinehandel bewusster Konsum gefordert werden kann. In den letzten Jahren hat sich ein gesteigertes Interesse an Nachhaltigkeit entwickelt und eine Vielzahl an Konsument:innen auert die Absicht, bei Kaufentscheidungen vornehmlich okologischen und sozialen Aspekten mehr Gewicht einzuraumen. In der Praxis lasst sich hingegen haufig beobachten, dass diese Absichten nicht in tatsachliche Handlungen uberfuhrt werden. Insbesondere im E-Commerce verleitet das komplexe und vielfaltige Angebot dazu, einfache statt bewusste Entscheidungen zu treffen. Digital Green Nudges setzen hier an und konnen als Anstupser"e; verstanden werden, bei Konsument:innen Verhaltensanderungen zugunsten eines bewussten, okologischen Konsums zu erwirken. Die Autor:innen liefern einen Uberblick der verschiedenen Auspragungen von Nudging im Allgemeinen und zeigen anhand von Praxisbeispielen auf, wie diese speziell auf den nachhaltigen Onlinehandel ubertragen werden konnen. Der vorgestellte Handlungsleitfaden sowie die Evaluierung des Nudging-Konzepts helfen Onlinehandler:innen, selbst Digital Green Nudges zu konzipieren und deren Einsatz zielorientiert zu gestalten.

THE ESSENTIAL WEB3 MARKETING BOOKFor a limited time, claim an NFT with a copy of your book!Web3 Marketing: A Handbook for the Next Internet Revolution is the essential book for anyone looking to understand the next era of the internet and start building. Beyond the sensational hype and headlines around crypto and NFTs, a real revolution is taking place: new technologies for owning, moving, and organizing value spell the overdue end of an internet where a few huge companies hoard data and power, and open a new frontier for products, services, and applications in which ownership and control belongs to creators, builders, and users.As former CMO of ConsenSys then Founder and CEO of top web3 marketing firm Serotonin--Amanda Cassatt is in a unique position to tell this story, and delivers a remarkably clear, nontechnical guide to the history, key concepts, and still-evolving landscape of Web3. Cassatt explains how Web3 transforms time-tested approaches to marketing and brand-building, including how to build a Web3 community. This book is a must-read for professionals at any level in their Web3 careers--already working or investing in Web3, exploring what it means for their business, or considering a jump into something new--and for anyone who wants to understand the next internet revolution.

Sustainability and Social Marketing Issues in Asia broadens the perspective of the latest trends in 'sustainability' and 'social marketing'.

This book employs the latest insights from modern marketing into the theory and practice of corporate communication, including the main stages and goals, and highlights the key potentials for the field. It briefly presents the essential features of the methodological and structural sciences in order to illustrate to the reader how, from a marketer's point of view, these new insights can be derived objectively, reliably, and validly for the field of corporate communication according to scientific criteria.The book then introduces the maturity model for modern corporate communication and describes which fields of activity must be gone through in order to be able to implement the change management process towards corporate communication excellence efficiently and effectively. Building on this, it introduces and defines the most important new concepts of corporate communication in the twenty-first century and thus clearly delineates the field of research for this corporate function in the coming years. The book goes on to address the important areas of IT and HR in order to provide a 360 view of the developments to be realized in the field of corporate communication. A "e;CC self-test"e; at the end of the book is intended to help the reader immediately recognize where their own organization stands and, against this backdrop, to be able to start the necessary activities towards corporate communication excellence immediately on the basis of the maturity model."e;Prof. Dr. Uwe Seebacher takes us on a timely and informative read on what could be the biggest crisis for Corporate Communications - remaining stagnant in a time of great change. With rich context and fine detail, he illuminates the opportunities to reengineer Corporate Communications and quantify its role in truly impacting business. From the importance of predictive intelligence underpinned by authenticity and empathy to building trust, this book is a guide for successful business in the 21st Century. I highly recommend it."e;Heidi Eusebio, Strategist and Executive Director, Edelman"e;Uwe Seebacher has once again demonstrated in a well-founded manner what methodological and structural science is capable of - namely, to precisely logically derive the long overdue process of change in the field of corporate communications and thereby make it comprehensible.  But he also takes the important next step of operationalizing his thoughts in a directly measurable way by providing an easy applicable concrete process model for reengineering corporate communication with many tips, templates and inputs for HR and IT."e;Miguel Gimenez de Castro, Head Of Communications Spain, Portugal, Greece and Israel, IBM