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2018 | OriginalPaper | Chapter

12. Spezialfall: Mobile Marketing – Mobile verändert das Performance-Marketing

Authors : Ingo Kamps, Daniel Schetter

Published in: Performance Marketing

Publisher: Springer Fachmedien Wiesbaden

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Zusammenfassung

Die größten Änderungen fürs Performance-Marketing hat das Aufkommen von Smartphones und Tablets als primäre Online-Zugangsgeräte gebracht. Plötzlich funktionierte das konventionelle Tracking nicht mehr und die Art der Nutzung hat sich fundamental verändert. Um auch zukünftig noch erfolgreiches Performance-Marketing betreiben zu können, müssen Marketer verstehen, welche Besonderheiten und Möglichkeiten Apps, Push-Nachrichten, Snapchat, Chatbots usw. mit sich bringen.

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Metadata
Title
Spezialfall: Mobile Marketing – Mobile verändert das Performance-Marketing
Authors
Ingo Kamps
Daniel Schetter
Copyright Year
2018
Book
Performance Marketing

Print ISBN: 978-3-658-18452-0

Electronic ISBN: 978-3-658-18453-7

Copyright Year: 2018

DOI
https://doi.org/10.1007/978-3-658-18453-7_12