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Reichweite und Engagement im Internet

In: Brand Evolution

Author

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  • Frank Reese

Abstract

Zusammenfassung Digitale Kanäle reagieren wie ein Spiegel mit unendlichen Facetten auf die Aktivitäten einer Organisation, seien diese digital oder analog. Nichts bleibt unreflektiert und oft ist das Echo überraschend anders als erwartet. Die digitale Natur der Kommunikationen eröffnet Marketing- und PR-Verantwortlichen aber gleichzeitig einen schnellen und präzisen Blick auf den Erfolg ihrer Online-Projekte und zeigt Wege zur Optimierung. Allerdings liefern die Systeme ungefragt eine unendliche Fülle an Daten, die eine effiziente Nutzung schwierig machen. Dieser Beitrag soll Möglichkeiten der Analyse zeigen, aber vor allem auch Hinweise für einen zielorientierten Umgang mit den Daten geben.

Suggested Citation

  • Frank Reese, 2022. "Reichweite und Engagement im Internet," Springer Books, in: Elke Theobald & Brigitte Gaiser (ed.), Brand Evolution, edition 3, pages 741-754, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-35916-4_34
    DOI: 10.1007/978-3-658-35916-4_34
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