RI2014333 ART. THE ADVERTISING INDUSTRY, DIRECT COMMUNICATION AND PERSONAL DATA

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Article: The advertising industry, direct communication and personal data — From mass communication to a targeted, fragmented, multichannel approach: Data, the core of communication

By Didier FARGE *, Nathalie PHAN PLACE ** and BERIOT-CAYLA ***

* President of Syndicat National de la Communication Directe (SNCD);
** Secretary-general of SNCD, and
*** Head of marketing and communication, SNCD

 

Abstract

While ad sales for all media fell by 3,6% in 2013, down to €13,3 billion, the digital ad market has been growing by 3% a year, and now amounts to €2,8 billion. Paradigms have shifted with the passage from mass advertisement to data-driven businesses. Players in the ad trade must rework their relations with customers and invent business models that take into account new data from mobile devices, in particular mobile phones.



 

9782747223379
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