Digital Marketing

Class materials: October 22 – 26

Monday

Differences between traditional and digital marketing.
Owned, earned, and paid media.

LECTURE NOTES – WEEK 1 MONDAY – Introduction to internet marketing (PDF)

In-class exercise: Owned, earned and paid media

READ, WATCH, LISTEN:

Dave Chaffey: Defintions of eMarketing versus Internet versus Digital Marketing (what is the difference and does it matter?)

The Information Age to the Networked Age: Are you Network Literate? (Reid Hoffman, LinkedIn)

Dave Chaffey: The difference between paid, owned and earned media – 5 viewpoints

IAB Canada presents a model in social media: PAID. OWNED. EARNED. (Infographic pdf)

Dollars, Bits and Atoms: A roadmap to the future of marketing (Rob Salkowitz. Microsoft. 2013)

Tim Leberecht: 3 ways to (usefully) lose control of your brand (Ted talk)

Tuesday

Social media and authentic customer engagement
Digital marketing campaign planning
Assignment 1 activity – attendance required

LECTURE NOTES – WEEK 1 TUESDAY Social media (PDF)
LECTURE NOTES – WEEK 1 TUESDAY Campaign planning (PDF)

READ, WATCH, LISTEN:

6 Research Tactics to Drive Social Media Success (Jay Baer. Smart Insights. 2015)

 The Shorty Awards :  Best of Social Media (a good place to get campaign ideas)

Soren Gordhamer (Mashable) 4 Ways Social Media is Changing Business

Pay to play: the end of free social media marketing? (David Moth, The Guardian, September 2014)

The Rules of Social Media (series from Fast Company)

Conducting a Social Media Audit (Keith Quesenberry, Harvard Business Review, November 2015)

Social Media Strategy in 8 steps (Jay Baer. Convince & Convert)

Social Media Use in 2018: Demographics and Statistics (Pew Research. 2018)

How Hashtags Work on Twitter, Instagram, Google Plus, Pinterest, Facebook, Tumblr, and Flickr (Ann Smarty, Moz. February 2015)

How to Use Hashtags on Every Social Media Network (Michael Patterson, Sprout Social, 

Get Off Your Ass & Get Noticed with Gary Vaynerchuk | Chase Jarvis LIVE

Kevin Allocca: Why videos go viral