Quick Guide Digital Marketing Roadmap

Analysis, Concept Development, and Success Measurement of Your Digital Marketing
Erscheinungsjahr 2026
ISBN: 978-3-658-50822-7
Verlag: Springer

Buch, Englisch, 112 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 177 g

This book presents the Digital Marketing Roadmap—a practical framework that helps you plan, execute, and measure your company’s marketing across digital channels. The rapid rise of digital technologies creates new opportunities and tools almost daily to connect with customers and influence their buying decisions. At the same time, marketing teams face growing pressure to demonstrate their impact on revenue. This calls for a structured roadmap that ensures every initiative is trackable and contributes measurably to your marketing goals. Learn how to build a Digital Marketing Roadmap for your organization, align your customer journey with your sales funnel, and continuously improve your online marketing through data-driven performance measurement.

Zielgruppe

Professional/practitioner

Autoren/Hrsg.

Schwarz-Musch, Alexander

Tauchhammer, Alexander

Guetz, Bernhard

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

Re!think Marketing: New opportunities require new thinking.- Roadmap Step 1 – Analysis and Goals: Buyer Personas, Relevant Touchpoints, Development of the Customer Journey, Definition of the Sales Funnel.- Roadmap Step 2 – Concept Development: Selection of Touchpoints, Definition of Actions and Content.- Roadmap Step 3 – Success Measurement and Optimization: Common KPIs, Measurement Tools, and Possible Improvement Approaches.- Best Case Dr. Oetker Austria.

Über Autor(innen)

Alexander Schwarz-Musch , PhD, is Professor of Marketing and Market Research as well as Program Director of the Master’s program in Business Development & Management at Carinthia University of Applied Sciences.
Alexander Tauchhammer , MA, built up global digital marketing at Dr. Oetker. Since 2020, he has held the endowed professorship for “Digital Transformation Management” at Carinthia University of Applied Sciences.
Bernhard Guetz , PhD, is Professor of Digital Marketing & Sales as well as Program Director of the Bachelor’s program in Digital Marketing & Sales at Carinthia University of Applied Sciences.