Digital Marketing

Class materials: October 30 – November 3

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)

How “Pokemon Go” Took Augmented Reality Mainstream (Knowledge@Wharton, July 2016)

The future of news is humans talking to machines (Trushar Barot. Nieman Lab, Sept 2017)

Is the term “mobile first” becoming outmoded? (Mark Lowenstein. Recode, March 2016)

Facebook’s CEO talks about a virtual and augmented future (Jonathan Vanian. Fortune, April 2016)

The Hype around Virtual Reality is Fading (Parmy Olson. Forbes, March 2017)

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

 

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)

Better than Banner Ads: Smart ways to spend your ad dollars in 2015 (Muriel MacDonald, Tintup, January 2015)

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 Pixel Tutorial and Walkthrough (Tod Maffin, 2015)

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