Click Here: The Art and Science of Digital Marketing and Advertising | 誠品線上

Click Here: The Art and Science of Digital Marketing and Advertising

內容簡介

內容簡介 本書堪稱當代數位行銷聖經！由Meta首席行銷長Alex Schultz親自撰寫。Alex Schultz於2020年出任Meta的首席行銷長兼分析副總裁，負責管理Meta全球行銷、產品分析、全球體驗，以及設計和廣告創意。他從創立全球最大的紙飛機網站開始了數位行銷生涯，接著於2004年加入eBay，2007年轉往Meta。2024年，他被《富比士》評為全球十大最具影響力的行銷長之一，20多年來專注投入在如何讓業務成長，他運用的數位行銷工作對企業在數位時代實現成長的方式產生了巨大影響。Schultz深受1983年出版的《Ogilvy on Advertising》（奧格威談廣告）影響，奉為數位時代之前的行銷聖經。然而該書出版至今，針對90年代以來如何讓業務成長，市場上沒有一本類似且被廣泛接受的書籍，因而撰寫了《Click Here》這本書，希望透過所有可用的數位工具，引導所有企業走過業務成長的歷程。他在書中分享了eBay和Meta超過二十年的經驗，以及他為Airbnb、Netflix和 BMW等公司提供諮詢的見解。他所使用的方法幫助Facebook、Instagram和Messenger各自成長到超過十億用戶。書中提到的原則與觀點完全貼合這個時代，可以有效幫助讀者發展事業和業務，甚至運用在個人生活上。生活在數位時代，無論對Meta的觀感如何，都需要好好閱讀這位讓Meta成為影響全球數十億人的社群平台行銷長的成功心法。The ultimate guide to digital marketing and advertising – from one of the most influential digital marketers in the world, Alex Schultz, CMO of Meta.Growth is good. But how do you achieve growth for your business in the digital age?Now, more than ever, there are a myriad of ways to achieve growth by marketing your business, large or small, using the tools available on the internet. There are any number of different channels and platforms, and a vast array of tools and mechanisms to advertise to your potential customers. How do you decide which is the best for your product or service? The answers are right here, thanks to Alex Schultz, the chief marketing officer of META. Alex’s unparalleled expertise and experience is crystalised in this essential bible for digital marketing. He guides readers through the key principles for maximizing the impact of your marketing budget – whether you are working for a global corporation or running your own start-up. From understanding channels, to testing creative, to measuring incremental gains – Click Here is the book you need to read if you want to grow your business.

各界推薦

各界推薦 "Alex is one of a small handful of people that I can say without his work, our community would not have connected more than 2 billion people around the world."―Mark Zuckerberg, CEO, Meta“Few people understand marketing and growth better than Alex, thanks to his years at Facebook, easily one of the most impressive marketing and growth organizations in the world. This book distils that insight into practical, actionable strategies every founder, marketer, and operator needs.”―Daniel Ek, CEO, Spotify“The best summary of modern performance marketing I've ever read. From high-level first principles to annoying details around correct measurement, it's like doing a daylong download with a God-tier growth marketer.”―Antonio Garcia Martinez, author of Chaos Monkeys“The literal world expert in digital growth marketing wrote a book that is easy to follow. This is a rare gift and one you should not ignore if it’s relevant to your job."―Sam Altman, CEO, OpenAI

作者介紹

作者介紹 Alex SchultzAlex Schultz is CMO & VP of Analytics at Meta overseeing global marketing & analytics. He started his digital marketing career by founding the world’s largest paper airplane website, he then joined eBay in 2004, before moving to Meta in 2007. In 2019, The Financial Times noted that “If you joined Facebook at any time over the past decade, Alex Schultz probably had something to do with it.” Named one of the world’s most influential CMOs in 2024 by Forbes, Schultz is widely credited for helping grow Meta’s user base to nearly 3.3 billion daily users globally. His work in the digital marketing sphere has largely influenced the way companies achieve growth in the digital age. He has advised numerous start-ups such as Airbnb and has twice delivered the growth talk for Y Combinator’s start-up school series at Stanford.

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最佳賣點

最佳賣點 : 堪稱當代數位行銷聖經！全球十大最具影響力行銷長：Meta首席行銷長暨分析副總裁Alex Schultz親授，讓Facebook、Instagram、Airbnb、Netflix業務倍數增長的行銷秘訣

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