Institute for Interactive Marketing & Social Media (IMSM)RSS
The Institute for Interactive Marketing & Social Media (IMSM) would like to welcome you!
Our research is located at the interface of marketing, information systems, and data science and focuses on radically new technologies in marketing. For instance, some of the projects deal with one of the most fascinating companies of our times, Google, and its revenue model, search engine advertising.
In addition, our current research focuses on real-time bidding and programmatic buying, which enable automated trading of advertising impressions via advertising exchanges (similar to financial stock markets)—a really new and fun field to work in (with lots of big data)!
Another exciting field of research we are concerned with is media industry marketing. Information technology is radically changing the ways in which media markets function by enabling new business models (e.g., streaming-services like Spotify) and altering consumer preferences. In our research, we investigate how new technologies impact consumer and firm behavior on media markets, such as the markets for music and movies.
We always aim to help companies make better marketing decisions and therefore build upon extensive industry collaborations.