Digital strategies : data-driven public relations, marketing, and advertising / Regina Luttrell, Susan F. Emerick, Adrienne Wallace.
By: Luttrell, Regina [author.].
Contributor(s): Emerick, Susan F [author.] | Wallace, Adrienne A [author.].
Publisher: New York, New York ; Oxford, England : Oxford University Press, ©2022Copyright date: ©2022Description: xv, 249 pages : illustrations ; 24 cm.Content type: text | still image Media type: unmediated Carrier type: volumeISBN: 9780190925390.Subject(s): Internet marketing | Marketing -- Management -- Data processing | Public relations -- Data processing | Internet advertising | Technology in advertising | Strategic planning -- Data processing | Communication in marketing -- Technological innovations | Customer relations -- Technological innovations | Internet advertising | Internet marketing | Marketing -- Management -- Data processing | Public relations -- Data processing | Strategic planning -- Data processing | Technology in advertisingGenre/Form: Print books.| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.125 .L88 2022 (Browse shelf) | Available | AU00000000017531 |
Includes bibliographical references and index.
Part I: FOUNDATIONS OF DATA-DRIVEN INSIGHTS -- Era of Artificial Intelligence -- LUPE Model : Developing Data-Driven Campaigns -- Anything Can Be Measured; Measure What Counts -- Part 2: CASE STUDIES -- Convergence of Social Media, Search and Content Marketing -- Data-Driven Influencer Strategy -- Creating Compelling Content Through Visual Storytelling -- Corporate Social Responsibility and Corporate Activism -- Engagement through Crowdsourcing and User-Generated Content -- Social Customer Experience (CX) -- Crisis Communications in a Data-Driven World -- Geofencing and Hypertargeting Strategies -- Future Implications of Data-Driven Decisions.
"Digital Strategies explains the role of social media in public relations, marketing, and business decisions. In plain language and engaging case studies this book lays out the strategies, tactics, successes, and challenges of the contemporary media environment so that students learn the fundamentals through practical examples. It is designed to improve the readiness of students entering the field of communications and advance the reader's understanding of the social web and how emerging technologies rooted in artificial intelligence bring new capabilities and insights from social intelligence to the profession." -- provided by publisher.