by Esther Martínez Pastor, Miguel Ángel Nicolás Ojeda · ESIC Editorial · tapa blanda · ISBN 9788416701131
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«Publicidad digital» is a manual by Esther Martínez Pastor and Miguel Ángel Nicolás Ojeda, published by ESIC Editorial in paperback (223 pages).
It analyses digital advertising in four blocks: audiences and planning, creation and distribution, measurement and results, and digital legislation. It covers segmentation with big data, storytelling, transmedia, branded content, programmatic buying, metrics, web analytics, search engine positioning, electronic word of mouth and e-commerce.
It belongs to the Libros profesionales collection. It is the first edition, published in 2016.
Aimed at university students and professionals in marketing, advertising and digital communication.
