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Home Foreign Rights Catalogue Digital Marketing

  • Book

    • Andrea Testa      Carmelo Samperi     

      The marketing funnel and performance advertising

      The Role of Advertising in Omnichannel Marketing

    • The marketing funnel and performance advertising
      • Overview
      • About the author

    • Andrea Testa      Carmelo Samperi     

      The marketing funnel and performance advertising

      The Role of Advertising in Omnichannel Marketing

      • Overview
      • About the author

      Overview

      A useful and up-to-date handbook on the tactical funnel marketing and advertising tools provided by Google and Facebook.

      Thanks to their marketing platforms, Google and Facebook Ads are the holistic answer to overcoming mere keyword advertising platforms and the exclusive use of search engines as winning marketing tools. Today, the name of the game is omnichannel strategy, meaning that you need to understand Youtube as well as Instagram, Messenger and Whatsapp (all components of the Facebook platform).

      Freelancers, SMEs and multinational advertising managers will find hypothetical strategic and operational solutions, as well as a series of case studies, designed to explain how, and along which line of reasoning, each step of the Customer Journey can be optimised thanks to the two Ad platforms.

      About the author

      Andrea Testa has been an esteemed Google Ads Product Expert since 2010. He teaches at IULM and has published Digital marketing con Adwords with Hoepli.

      Carmelo Samperi teaches Social Media Marketing at IULM. His field of research is trends and uses of social media channels.

  • Book formats

    • Binding: Paperback
      Size: 15,5 x 23
      Print: Black and white
      Pages: XIV-258
      ISBN: 9788820396466
      Price: € 22,90

    Digital formats

    • epub
      ISBN: 9788820398163
      Price: € 18,99
    • Piattaforma: Amazon
      kindle
      ISBN: 9788820398163
    • Piattaforma in abbonamento: Perlego