The Digital Goldmine is an enriching go-to book that not only reveals the strategies and benefits of online marketing but also a very essential reality for businesses today: Advertising is not as we knew it years ago. It is an exceptionally fast-evolving discipline where being able to navigate the many evolving tactics and stay on top of them is the mark of a true marketing genius. Whether you are a business owner or marketer, the strategies in this book will inspire you to take advantage of data-driven analytics to increase your sales leads and build brand engagement. This book is for you if you feel you are on a bumpy course in your marketing campaign, or would like to get your feet wet in the digital marketing landscape. You will come away feeling enlightened regarding all the marketing jargon, with a clearer perspective on what you should do to excel in the digital landscape.
New Media Journalism aims to bring together journalistic experiences and academic understanding of New Media. The book introduces readers to new technologies, like artificial intelligence, blockchain technology and immersive media, that are used in newsrooms and what opportunities a knowledge of such new technologies offer. Journalists need to embrace these new technologies and constantly innovate to connect with their audience in a meaningful way. While those who are currently working will be expected to up-skill themselves, new entrants will face a lot of expectations in the area of technology-driven journalism. This book also talks about the challenges faced by journalists while embracing these new technologies.
Full marketing integration is vital in establishing effective marketing initiatives. This newly updated, clear and accessible textbook provides students and practitioners with the skills they need to deliver successful campaigns for the modern consumer. The 8th edition of Marketing Communications continues to be a core resource covering all aspects of marketing from the planning stages and implementation to measuring data and campaign performance. Explore how to navigate buyer behaviour, social selling, PR campaigns, big data, marketing automation and more with this complete textbook. Learn through current, real-world case studies from global companies such as TikTok and Spotify and explore what it takes to build a truly integrated, successful marketing plan. Incorporating branding, customer journey, advertising and more, Marketing Communications also provides in depth content on the legal requirements you need to develop your strategy including all you need to know about new GDPR rules and 3rd party data. New to this edition, it includes information on the ongoing impact of AI in all aspects of marketing communications ensuring that you have all the tools necessary to reach the modern consumer while utilizing the latest industry technologies. This book will give readers the confidence to work in an environment of constant technological transformation and build the core skills they need as marketers to create fully integrated strategies and successful campaigns.
The book is about creating opportunity by setting a strategy that challenges current hotel operations by systematically going through departments and outlets, using real examples, data from a variety of industries, and input from remarkable colleagues and partners from in and outside the hospitality industry.
Artificial intelligence is emerging as a game-changer in the business world, with impacts across all sectors. AI allows business to process massive amounts of data instantaneously, and to scale solutions at almost zero marginal cost, forcing companies to adapt and reimagine their business and operations. The Rise of AI-Powered Companies examines some of the most successful examples of companies using artificial intelligence to their advantage. From AI-enabled countries across the globe that stayed resilient and strong in the face of COVID-19, to Business-to-Consumer businesses that transformed their product development processes thanks to unprecedented amounts of consumer data, increasing their revenues manifold along the way. The book then delves into the critical enablers to becoming AI-powered and the critical steps to activate and integrate them within business organizations. Starting with data strategy, it examines new forms of data sharing and how companies should think about governance and privacy risks. It then focuses on human–AI collaboration and its role in building a stronger team culture. Finally, "Responsible AI" is discussed as well as the impact of AI-powered businesses on society at large. AI-powered companies will become the norm in the years to come. By unpacking and showcasing the major steps of a successful AI transformation, this book will help guide organizations in making the critical leap to become AI-powered—essential to survive and remain competitive in the near future.
The unprecedented Covid-19 crisis revealed the scale and scope of a new type of economy taking shape in front of our very eyes: the digital economy. This book presents a concise theoretical and conceptual framework for a more nuanced analysis of the economic and sociological impacts of the technological disruption that is taking place in the markets of goods and services, labour markets, and the global economy more generally. This interdisciplinary work is a must for researchers and students from economics, business, and other social science majors who seek an overview of the main digital economy concepts and research. Its down-to-earth approach and communicative style will also speak to businesses practitioners who want to understand the ongoing digital disruption of the market rules and emergence of the new digital business models. The book refers to academic insights from economics and sociology while giving numerous empirical examples drawn from basic and applied research and business. It addresses several burning issues: how are digital processes transforming traditional business models? Does intelligent automation threaten our jobs? Are we reaching the end of globalisation as we know it? How can we best prepare ourselves and our children for the digitally transformed world? The book will help the reader gain a better understanding of the mechanisms behind the digital transformation, something that is essential in order to not only reap the plentiful opportunities being created by the digital economy but also to avoid its many pitfalls. Chapters 1, 3 and 5 of this book are available for free in PDF format as Open Access from the individual product page at www.routledge.com. They have been made available under a Creative Commons Attribution-Non Commercial-No Derivatives 4.0 license.
How do you break through to impossible-to-reach executive buyers who are intent on blocking out the noise that confronts them every day? In a world where everyone is completely inundated by phone calls, drop-ins, pop-up ads, and junk mail, how can you and your product begin to make its impression known in the business world? By learning how to combine time-tested sales processes with cutting-edge social media strategies. Sales expert and author Tony J. Hughes details today’s new breed of chief executive buyers, the channels they use, the value narratives that they find appealing, and the mix of methods that will grab their attention. In Combo Prospecting, you will learn how to: Locate leverage points that matter Secure decision-maker meetings Build a knockout online brand that distinguishes you from the pack Build a constantly growing list of profitable referrals And much more! Old-school prospecting tactics are growing increasingly irrelevant in today’s tech-savvy online business world. However, new-school techniques alone have proven to not be able to provide the answers. The key to your success is to learn how to unleash a killer combination of old and new sales strategies.
**The Emporium Game Unlock the Secrets to eCommerce Success** Step into the world of eCommerce with "The Emporium Game," your ultimate guide to conquering the online marketplace and transforming your entrepreneurial dreams into reality. This eBook offers a comprehensive journey from the very basics to the nuanced strategies that drive successful online stores. Starting with the intriguing $5 Bill Challenge, "The Emporium Game" demystifies eCommerce basics and tackles common barriers to entry. Learn how to pinpoint lucrative market opportunities through savvy research techniques, identify trending products, and outshine your competitors. Are you ready to find your niche? Dive deep with detailed chapters on niching down, micro niches, and even 4th tier niches. Understand the importance of narrowing your focus, evaluate sub-niche viability, and uncover case studies that illuminate paths to success. Once you have your niche, setting up shop is the next adventure. Discover how to choose the right platform, set up an engaging storefront, and source products without breaking the bank. Whether dropshipping or negotiating with suppliers, this eBook provides actionable steps to stock your store with attractive offerings. But what is a store without compelling product listings? Master the art of crafting descriptions that sell, optimizing for SEO, and setting competitive prices. Then, drive traffic with digital marketing strategies, effective use of social media, and the essentials of paid advertising. Building a social media presence and mastering content marketing are at your fingertips. Learn how to create engaging content, utilize video marketing, and maintain a vibrant email marketing strategy on a shoestring budget. Explore the benefits of affiliate marketing and maintain customer service excellence to build long-term relationships. "The Emporium Game" also covers vital aspects of optimizing and scaling your business, including using analytics tools, expanding product lines, and outsourcing tasks. Legalities and trademarking are made simple to protect your business interests. Real-life success stories provide inspiration, while final tips and tricks ensure you stay motivated, set realistic goals, and build a balanced work-life environment. Unlock the secrets to eCommerce success with "The Emporium Game" and turn your online business aspirations into a thriving reality.
