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How to increase reach effeciency and effectiveness of MEO's Digital marketing campaings: programmatic buying & targeting techniques
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Resumo(s)
This paper draws on two new trends in the digital marketing environment: programmatic buying and targeting techniques. These topics arose as the main responses to increase digital marketing campaigns’ efficiency and effectiveness, as requested during a Field Lab carried out at a leading Portuguese telecommunication and media services operator. Once the reader is introduced to the environment in which the project was performed and the reference literature, theoretical recommendations for a strategic implementation of these techniques, and a practical example to increase the targeting efficiency, are provided, passing through the conclusions of four main research techniques that led to these choices.
Descrição
Field lab: Business project
Palavras-chave
Programmatic buying Targeting techniques Telecommunication industry Digital marketing