Digital Marketing

Class materials: June 26 – 30

Tuesday

Mobile as a marketing channel

LECTURE NOTES – WEEK 2 TUESDAY Mobile Marketing (PDF)

READ, WATCH, LISTEN:

Pew Internet: Mobile – frequently updated research page

IAB Center of Excellence: Mobile

Johan Johansson How To Make Your Websites Faster On Mobile Devices (Smashing Magazine)

Mobile Marketing Association

Beyond the Buzz: Three steps to help marketers realize the promise of iBeacons (Tobias Dengel, Media Post, July 2014)

Facebook battles Snapchat over future of the camera (Matthew Ingram, Fortune. April 2017)

When Mobile Becomes The New Face Of Social (Thomas Husson. Forrester Research, July 2014)

Why Build Progressive Web Apps (Google Chrome Developers. April 2017)

“WATCH THIS KEYNOTE TO GAIN A BETTER UNDERSTANDING OF HOW TECHNOLOGY AND THE MARKET DO NOT GIVE A SHIT ABOUT EITHER OF US, AND IF WE DON’T PAY ATTENTION TO THE TRENDS THAT ARE BEING ESTABLISHED THEY WILL PASS US BOTH BY.” Gary Vaynerchuk (Vayner Media)

Thursday

Display advertising
Paid media on social

LECTURE NOTES – WEEK 2 THURSDAY Display advertising, paid media on social (PDF)

IN-CLASS EXERCISE – Paid Media Examples

READ, WATCH, LISTEN:

The New Algorithm of Web Marketing(Tanzina Vega, New York Times, November 15 2012)

Social media advertising: the complete guide (Hootsuite, 2016)

Programmatic Ad Buying (Suzanne Vranika. Wall Street Journal, September 2014)

Use remarketing to reach past website visitors and app users (Google)

AdFraud (Adweek’s collection of articles relating to fraud in online advertising)

With Technology, Avoiding Both Ads and the Blockers (Sydney Ember. New York Times. September 2015)

Interactive Advertising Bureau (IAB) –Glossary of Interative Advertising Terms v. 2.0

IAB – Ad Standards and Best Practices

Doubleclick: a selection of research reports relating to online advertising effectiveness

Facebook Ads – How advertisers target you with their ads online (Steve Dotto. 2015)