Social Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research, alongside her 25 years of fashion marketing experience, Bendoni offers a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence. With practical and critical…mehr
Social Media for Fashion Marketing uses cutting edge case studies and detailed interviews to show how the business of fashion is changing in the digital landscape. Bendoni (@BendoniStyle) also considers the psychological impact of being a hyper-connected consumer and the generational gaps in social media communication. Using academic research, alongside her 25 years of fashion marketing experience, Bendoni offers a clear picture of the changing narrative of storytelling, social confirmation, digital nesting and how to use data to shape a brand's online presence. With practical and critical thinking activities to hone your skills into professional practice, this is the ultimate guide to social marketing, promotion, SEO, branding and communication. Featured topics - Rules of Digital Storytelling - Rethinking Gamification - Strategic Digital Marketing - The Role of Citizen Journalists - The Social Media Looking Glass - World of Influencer Marketing - Visual Consumption Economy - Global Perspective of Social MediaHinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Wendy Bendoni is an Assistant Professor of Fashion Marketing and Marketing and Fashion Marketing Coordinator in the School of Business at Woodbury University, USA. She is an established consumer cultural and market researcher with three decades of experience. A respected international forecaster, predicting trends in the market for such companies as WGSN and European consumer intelligence correspondent for BGA, she has been featured in publications including Forbes, WWD, Mashable, Huffington Post, LA Business Journal, La Depeche, and Association Française du Marketing.
Inhaltsangabe
Section 1: The Digital Landscape Transforms the Fashion Industry 1. Digital Disruption of the Fashion Industry 1.1 Introduction 1.2 The Fashion Landscape Before Social Media 1.2 Evolution of the Fashion System Democratization of the Fashion Industry 1.5 The Fashion Landscape Disrupted 1.6 Blogosphere takes on the Fashion Industry 1.7 Style Sharing Communities: User-Generated Content (UGC) 2 Introduction of the Digital Landscape 2.1 Introduction 2.2 The Environment in Digital Space 2.3 Social Exploration 2.4 The Social Structure 2.5 Social Media Networks 2.6 Legally Speaking in a Social Media Space 2.7 Uniting the World 2.8 Exercises and Technology Corner 3 Rise of the Hyper-Connected Consumers 3.1 Introduction 3.2 Hyper-Connected Consumers 3.3 Evolution of Social Behaviour on Social Media 3.4 Generation Gap through the Digital Landscape 3.5 Generation Z 3.6 Millennials 3.7 Generation X 3.8 Baby Boomers 3.9 Exercises and Technology Corner Section 2: The Business of Fashion Marketing 4 Digital Storytelling 4.1 Introduction 4.2 Storytelling in Marketing 4.3 Storytelling Marketing 4.4 Visual Consumption 4.5 Social Story: The Burberry Dream 4.6 Trending Social Stories of the #hastag 4.7 The Science of Stories: Neurological Responses to Stories 4.8 Storytelling Becomes Storygiving 4.9 Social Marketing: Purposeful Stories in the Digital Age 4.10 Exercises and Technology Corner 5 Strategic Marketing in the Digital Age 5.1 Introduction 5.2 Social Media Marketing Strategy 5.3 Real-time Marketing Strategies by Teri Thompson 5.4 Interview: Trina Albus, Founder of Magenta Agency 5.5 The Social Media Team 5.6 Creative Branding and Strategic Marketing Alliance 5.7 Influencer Marketing/ Marketing Agencies 5.8 Art of the Pitch 5.9 Hidden Influencers 5.10 Digital Curation 5.11 Fashion On-Demand World 5.12 Retail Science of the Digital Age 5.13 Mobile Interactive Store Fronts 5.14 Exercises and Technology Corner 6 The Evolving Measurable Impact of Social Media 6.1 Introduction 6.2 The Power of Data 6.3 Evolution of Fashion Data and Analytics 6.4 Fashion Intelligence 6.5 Data-Driven Briefs and Personas 6.6 The Power of Search 6.7 Introduction Search Engine Marketing (SEM) and Search Engine Optimization (SEO) 6.8 Journey Mapping Case 6.9 Exercises and Technology Corner
Section 1: The Digital Landscape Transforms the Fashion Industry 1. Digital Disruption of the Fashion Industry 1.1 Introduction 1.2 The Fashion Landscape Before Social Media 1.2 Evolution of the Fashion System Democratization of the Fashion Industry 1.5 The Fashion Landscape Disrupted 1.6 Blogosphere takes on the Fashion Industry 1.7 Style Sharing Communities: User-Generated Content (UGC) 2 Introduction of the Digital Landscape 2.1 Introduction 2.2 The Environment in Digital Space 2.3 Social Exploration 2.4 The Social Structure 2.5 Social Media Networks 2.6 Legally Speaking in a Social Media Space 2.7 Uniting the World 2.8 Exercises and Technology Corner 3 Rise of the Hyper-Connected Consumers 3.1 Introduction 3.2 Hyper-Connected Consumers 3.3 Evolution of Social Behaviour on Social Media 3.4 Generation Gap through the Digital Landscape 3.5 Generation Z 3.6 Millennials 3.7 Generation X 3.8 Baby Boomers 3.9 Exercises and Technology Corner Section 2: The Business of Fashion Marketing 4 Digital Storytelling 4.1 Introduction 4.2 Storytelling in Marketing 4.3 Storytelling Marketing 4.4 Visual Consumption 4.5 Social Story: The Burberry Dream 4.6 Trending Social Stories of the #hastag 4.7 The Science of Stories: Neurological Responses to Stories 4.8 Storytelling Becomes Storygiving 4.9 Social Marketing: Purposeful Stories in the Digital Age 4.10 Exercises and Technology Corner 5 Strategic Marketing in the Digital Age 5.1 Introduction 5.2 Social Media Marketing Strategy 5.3 Real-time Marketing Strategies by Teri Thompson 5.4 Interview: Trina Albus, Founder of Magenta Agency 5.5 The Social Media Team 5.6 Creative Branding and Strategic Marketing Alliance 5.7 Influencer Marketing/ Marketing Agencies 5.8 Art of the Pitch 5.9 Hidden Influencers 5.10 Digital Curation 5.11 Fashion On-Demand World 5.12 Retail Science of the Digital Age 5.13 Mobile Interactive Store Fronts 5.14 Exercises and Technology Corner 6 The Evolving Measurable Impact of Social Media 6.1 Introduction 6.2 The Power of Data 6.3 Evolution of Fashion Data and Analytics 6.4 Fashion Intelligence 6.5 Data-Driven Briefs and Personas 6.6 The Power of Search 6.7 Introduction Search Engine Marketing (SEM) and Search Engine Optimization (SEO) 6.8 Journey Mapping Case 6.9 Exercises and Technology Corner
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