Quick Guide Digital Marketing Roadmap: Analysis, Concept Development, and Success Measurement of Your Digital Marketing - Softcover

Schwarz-Musch, Alexander; Tauchhammer, Alexander; Guetz, Bernhard

Softcover

ISBN 10: 3658508221 ISBN 13: 9783658508227

Verlag: Springer, 2026

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor

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.

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This book introduces the Digital Marketing Roadmap—a practical framework for planning, executing, and measuring marketing across digital channels. The rapid rise of digital technologies creates constant opportunities to connect with customers and influence buying decisions. Meanwhile, marketing teams face increasing pressure to prove revenue impact. A structured roadmap ensures every initiative is trackable and contributes to your goals. Discover how to build a Digital Marketing Roadmap, align the customer journey with your sales funnel, and improve online marketing through data-driven performance measurement.

Contents

• Re!think Marketing: New opportunities require new thinking
• Roadmap Step 1 – Analysis and Goals: Buyer Personas, Relevant Touchpoints, Development of the Customer Journey, Developing the Sales Funnel
• Roadmap Step 2 – Concept Development: Selection of Touchpoints, Defining Tactics and Content Strategies
• Roadmap Step 3 – Success Measurement and Optimization: Common KPIs, Measurement Tools, and Optimization Strategies

The Authors

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.

 

The translation was done with the help of artificial intelligence. A subsequent human revision was done primarily in terms of content.

This book is a translation of an original German edition. The translation was done with the help of artificial intelligence (machine translation by the service DeepL.com). A subsequent human revision was done primarily in terms of content, so that the book will read stylistically differently from a conventional translation.

Details zur Ausgabe

• Verlag: Springer
• Erscheinungsdatum: 2026
• Sprache: Englisch
• ISBN 10: 3658508221
• ISBN 13: 9783658508227
• Einband: Taschenbuch
• Anzahl der Seiten: 125
• Kontakt zum Hersteller: ProductSafety@springernature.com; ProductSafety@springernature.com; ; Poststr. 9; Darmstadt; 64293; Deutschland