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Native advertising : the essential guide / Dale Lovell
Livre
Edité par Kogan Page - 2017
Understand the exhilarating new, multi-billion dollar marketing channel that is native advertising with this comprehensive and highly practical guide, packed with case studies and real world examples
Part 1. What is native advertising ?: Why native advertising matters ; A brief history of native advertising ; The global native advertising market. part 2. How can native advertising impact your business ?: The different types of native advertising ; Who can benefit from native advertising ? ; Measuring native advertising : how does it work ?. part 3. A practical guide to running native advertising: Getting started with native advertising ; Buidling a team for native advertising success ; The seven habits of highly effective native advertisers. part 4. Native advertising in a wider business context: The business of digital ; The rise of the content studio ; Objections to native advertising ; part 5. The future of native advertising: Programmatic native advertising ; The next generation of native advertising ; Conclusion: A call to arms.
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