Document (#42403)

Author

Griesbaum, J.

Title

Online Marketing : Ein Lehr- und Forschungsgebiet der Informationswissenschaft?

Issue

Teil 3: Die zentralen Kanäle des Online-Marketing [10.10.2019].

Source

Open Password. 2019, Nr.641 vom 10. Oktober 2019. [https://www.password-online.de/?wysija-page=1&controller=email&action=view&email_id=797&wysijap=subscriptions&user_id=1045]

Year

2019

Series

Zukunft der Informationswissenschaft: An den Forschungsfronten der Informationswissenschaft

Abstract

Virtuelle Realität wird sich wahrscheinlich als eigener Kanal produktbezogener Werbung entwickeln und über ein großes Potenzial verfügen (Gondorf 2017). Die geplante ePrivacy-Verordnung der Europäischen Union, "ein Tracking-Blocker per Gesetz" (Park 2018), soll Nutzern gestatten, werbebezogenes Tracking abzulehnen und dabei trotzdem die Inhalte der Anbieter zu nutzen. Damit wird die Zielgruppenansprache durch Werbung erschwert. Teile der Online-Wirtschaft befürchten Umsatzrückgänge, wenn nicht gar den Entzug der Geschäftsgrundlage. Park (2018) sieht eine weitere Stärkung der schon jetzt dominierenden Online-Plattformen Google, Apple, Facebook und Amazon voraus.

Content

Lesen Sie in der nächsten Folge: Online Marketing und Lehre - Online Marketing und Forschung.

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