Digital advertising 3.0. Il futuro della pubblicità digitale

Translated title of the contribution: [Autom. eng. transl.] Digital advertising 3.0. The future of digital advertising

Paolo Mardegan, Giuseppe Riva, Sofia Francesca Scatena

Research output: Book/ReportBook

Abstract

[Autom. eng. transl.] Digital technologies open up unusual and innovative scenarios to the world of communication and advertising. They allow, in particular, to enter into relations with users to understand their needs, involve them and follow their path of use of the service / product until they share the experience with others. From communication oriented to persuasion, a feature of traditional advertising, we now move on to dialogue and comparison for data-driven, customizable and engaging digital advertising. The book is an agile and complete tool for mastering methods, strategies and tools of digital advertising. The text starts from the first examples of online advertising to get to the current practices and tools of the future, which appeared only in very recent times in the marketing landscape. The presentation of concepts and tools is enriched by numerous case studies and the direct testimony of protagonists of the sector.
Translated title of the contribution[Autom. eng. transl.] Digital advertising 3.0. The future of digital advertising
Original languageItalian
PublisherMaggioli Editore
Number of pages217
ISBN (Print)9788891612953
Publication statusPublished - 2016

Keywords

  • Digital Advertising, Mobile Marketing, Pubblicità digitale

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