E-Marketing Trends. A Visualisation of the Advertising Landscape based on Social Media Networks and their Influence

Term Paper , 2021 , 33 Pages , Grade: 1,0

Business economics - Offline Marketing and Online Marketing

This paper explores the role and responsibilities that user data plays in the market influence of larger social media companies.

The reason for these inquiries are the current market conditions in which large companies collect user data on a huge scale to create a profile of their users.

Of particular interest and complexity under the umbrella of the marketing strategy of a corporation is the topic of its digital presence. This focuses specially on all market participants, competitors and consumers as well as all persons, companies, and institutions that actively participate in the economic market through supply and demand by buying, selling, or exchanging goods or services. This digital presence plays nowadays a crucial role in our digitalised world.

Table of Contents

ABSTRACT

TABLE OF CONTENTS

LIST OF ABBREVIATIONS

LIST OF FIGURES

1. INTRODUCTION

2. MAIN PART
2.1 Transition from Offline to Online
2.2 Important Marketing Channels of Current Businesses
2.2.1 Search Engine Marketing
2.2.2 Organic Search
2.2.3 Sponsored Search
2.2.4 Google Shopping
2.2.5 Display Advertising
2.2.6 E-Mail Marketing
2.2.7 Affiliate Marketing
2.2.8 Mobile and Social Media Advertising
2.3 The Rise of the Tech Giants
2.4 Data Collection and Ownership of Data
2.4.1 Data Octopuses and Monopoly Positions
2.4.2 Monetization of Data
2.4.3 Algorithms and Process Optimization
2.4.4 Digital Heritage

3. CONCLUSION

PUBLICATION BIBLIOGRAPHY

• College: Stralsund University of Applied Sciences (Wirtschaft)
• Grade: 1,0
• Author: Kilian Jaehne (Author)
• Publication Year: 2021
• Pages: 33
• Catalog Number: V1150290
• ISBN (eBook): 9783346540522
• ISBN (Book): 9783346540539
• Language: English
• Tags: Social Media Networks, Personal Data, Algorithms