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Digital Marketing Study Resources

Certificate in Professional Marketing Elective Module: Digital Marketing Through the CIM website (MyCIM) you have free access to a large range of journals and reports. This document signposts articles, journals, web pages and a range of other material that is relevant to this module. We have divided it into the different Learning Outcomes to help you on your learning journey.

Unit 1: The digital landscape Learning outcome 1: Understanding the opportunities and challenges presented through the disruptive digital environment Learning outcome 2: Assess the impact and influence of the dynamic digital environment

Unit 2: Digital toolkit Learning outcome 3: Understand how key digital tools can support and enhance marketing. Learning outcome 4: Understand the relevance of digital platforms and channels in context

Unit 3: Digital in action Learning outcome 5: Develop digital activities to support and enhance multichannel marketing Learning outcome 6: Apply the key principles involved in monitoring and measuring digital marketing effectiveness

The links were all checked as of August 2015. If any are broken please e-mail the details to [email protected] for resolution or alternatives. These resources are designed to be updated on a regular basis; there is a version number in the footer. Our electronic resources for members has more information on accessing the services, alternatively please contact [email protected] or telephone +44 (0)1628 427333.

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Digital Marketing Study Resources Unit 1: The digital landscape Learning outcome 1: Understand the opportunities and challenges presented through the disruptive digital environment As a CIM Studying Member you have free access to a large range of journals and reports. This document signposts articles, journals, pages on websites and a range of other material that is relevant to this module.

DEFINITIONS Trolling – carefully and systematically searching an area for something. Is being used currently to denote searching of the internet – usually for ‘tilting of the discursive field’.

ARTICLES These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.] Benady, D. (2014) The internet of things. Marketing, May, pp34-37. Ebsco. http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95836271&site=ehost-live Brown, M. (2014) Location, location, location. Canadian Business, Summer, Vol (87(5/6), pp12-14. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95983099&site=ehost-live Anlony, J. (2013) Think mobile, act local. Entrepreneur, May, Vol41(5), pp54-57. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=87079943&site=ehost-live Durkin, M. (2013) Tweet me cruel: perspectives on battling digital marketing myopia. Marketing Review, Spring, Vol13(1), pp51-63. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=89761599&site=ehost-live Kevany, K. (2014) One upon a digital time. NZ Business, April, Vol28(3), p25-29. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95295671&site=ehost-live Hendrix, P.E. (2014) How digital technologies are enabling consumers and transforming the practice of marketing. Journal of Marketing Theory & Practice, Spring, Vol22(2), pp149-150. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94648701&site=ehost-live Groeger, L. and Buttle, F. (2014) Word-of-mouth marketing influences on offline and online communications: evidence from case study research. Journal of Marketing Communications, March, Vol20(1/2), pp21-41. http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=93304941&site=ehost-live Kessler, L. (2014) Customer-centric now! ABA Bank Marketing & Sales, May, Vol46(4), pp18-22. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95913834&site=ehost-live Friedlein, A. (2014) Can context enable customisation without being seen as creepy? Marketing Week, 13 February, p7. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94482942&site=ehost-live Golumbia, D. (2013) Commercial trolling: social media and the corporate deformation of democracy. Working Paper Series, 31 July. Focusing more on the sociological aspects of trolling http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2394716

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Digital Marketing Study Resources Gilheaney, P. (2013) The Daily Mail, Ed Miliband and corporate trolling. PRWeek, 3 October. http://www.prweek.com/article/1215148/daily-mail-ed-miliband-corporate-trolling Benady D. (2014) Internet of things brings opportunities for brands: Advertising could appear on the new generation of connected devices, but an industry standard is needed. Campaign, 18 July, p31. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=97399050&site=ehost-live

MARKETING EXPERT (You will be prompted to log in) Definitions of digital marketing http://www.cimmarketingexpert.co.uk/page/2052/definitions-of-digital-marketing The advantages and disadvantages of using different media http://www.cimmarketingexpert.co.uk/page/3004/the-advantages-and-disadvantages-of-using-different-media The objectives of your digital marketing http://www.cimmarketingexpert.co.uk/page/2072/the-objectives-of-your-digital-marketing To get an introduction to digital marketing http://www.cimmarketingexpert.co.uk/page/265/to-get-an-introduction-to-digital-marketingOnline and traditional marketing concepts and applications http://www.cimmarketingexpert.co.uk/page/2005/1-online-and-traditional-marketing-concepts-and-applications Digital media http://www.cimmarketingexpert.co.uk/page/2921/digital-media A spectrum of value creation opportunities http://www.cimmarketingexpert.co.uk/page/5475/a-spectrum-of-value-creation-opportunitiesBriefing note – apps and widgets http://www.cimmarketingexpert.co.uk/page/5661/apps-and-widgets Direct marketing http://www.cimmarketingexpert.co.uk/diagram/28/directmarketingstrategy Digital strategy – visual map http://www.cimmarketingexpert.co.uk/diagram/23/digitalstrategy Getting brand recommended via word-of-mouth http://www.cimmarketingexpert.co.uk/page/3685/getting-brand-recommended-via-word-of-mouthDigital word of mouth http://www.cimmarketingexpert.co.uk/page/2486/digital-word-of-mouth-communication

JOURNALS You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.

Wired Magazine

http://www.wired.co.uk/magazine

Siliconindia by Siliconindia on Ebsco (you can set up an alert)

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=5MP&site=ehost-live

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Digital Marketing Study Resources OTHER ITEMS These items are within an e-book available within MyiLibrary which is accessible from www.cim.co.uk/elibrary Other models within the book may be of interest. Kurzweil’s law of accelerating returns http://www.kurzweilai.net/kurzweils-law-aka-the-law-of-accelerating-returns Hazlett, K. (2013) Marketing in the round: how to develop an integrated marketing campaign in the digital era. Journal of Consumer Marketing, Vol30(5), pp462-463. Emerald book review only. Dave Chaffey’s blog http://blog.davechaffey.com/ Daniel Rowles’s blog http://www.targetinternet.com/digital-marketing-blog/

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Digital Marketing Study Resources Unit 1: The digital landscape Learning outcome 2: Assess the impact and influence of the dynamic digital environment As a CIM Studying Member you have free access to a large range of journals and reports. This document signposts articles, journals, pages on websites and a range of other material that is relevant to this module.

ARTICLES These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.] Peppers, D. and Rogers, M. (2013) Consumer power. Sales & Service Excellence, October, Vol13(10), p23. Ebsco

Case from the airline industry showing the shift of power from companies to consumers

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=93436698&site=ehost-live Anon (2014) Online privacy: a global and ageless concern. Information Management Journal, Jan/Feb, Vol48(1), p12. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94707906&site=ehost-live Havelan, G. (2011) Consumers power transformational marketing: engaging customers in personalized dialogue replaces pushing messages through mass media. CRM Magazine, September, Vol15(9), p11. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=65266400&site=ehost-live Cummins, S., Peltier, J., Schibrowsky, J.A. and Nill, A. (2014) Consumer behaviour in an online context. Journal of Research in Interactive Marketing, Vol8(3). Emerald Earlycite. (no link yet) Sousa, R. and Voss, C. (2012) The impacts of e-service quality on customer behaviour in multi-channel e-services. Total Quality Management & Business Excellence, August, Vol23(7/8), pp789-806. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=79309695&site=ehost-live Klaus, P. (2013) New insights from practice. International Journal of Market Research, Vol55(6), pp829-850. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=92531851&site=ehost-live Ajmera, N., Sato, L. and Stafford, B. (2014) Monetizing mobile apps: striking the right balance. McKinsey Quarterly, Issues 2, pp28-29. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95690601&site=ehost-live

MARKETING EXPERT (You will be prompted to log in) Online and traditional marketing concepts and applications http://www.cimmarketingexpert.co.uk/page/2005/1-online-and-traditional-marketing-concepts-and-applications Price comparison site marketing http://www.cimmarketingexpert.co.uk/page/3214/price-comparison-site-marketing Your marketing – and the price comparison sites http://www.cimmarketingexpert.co.uk/page/3211/your-marketing-and-the-price-comparison-sites Disintermediation http://www.cimmarketingexpert.co.uk/page/2665/disintermediation 5

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Digital Marketing Study Resources The value proposition – delivered online http://www.cimmarketingexpert.co.uk/page/2045/the-value-proposition-delivered-online Advantages of online promotions (compared to offline campaigns http://www.cimmarketingexpert.co.uk/page/1461/advantages-of-online-promotions-compared-to-offlinecampaignsOnline business models (see 2.4) http://www.cimmarketingexpert.co.uk/page/2006/2-online-business-models Lead generation http://www.cimmarketingexpert.co.uk/page/2640/lead-generation-business-models Subscription http://www.cimmarketingexpert.co.uk/wp/?wpp=Subscriptions&WPID=3544 The importance of website usability http://www.cimmarketingexpert.co.uk/page/118/the-importance-of-website-usability Usability/user testing http://www.cimmarketingexpert.co.uk/page/2139/usability-user-testing Pre-launch site evaluation http://www.cimmarketingexpert.co.uk/page/407/pre-launch-site-evaluation-options Final checks and functionality for your site http://www.cimmarketingexpert.co.uk/page/138/final-checks-and-functionality-for-your-site Understanding the demographics of digital users http://www.cimmarketingexpert.co.uk/page/2170/understanding-the-demographics-of-digital-users Credibility http://www.cimmarketingexpert.co.uk/page/1701/credibility The interaction model of communication http://www.cimmarketingexpert.co.uk/page/1746/the-interaction-model-of-communication

JOURNALS You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.

Wired Magazine http://www.wired.co.uk/magazine

Siliconindia by Siliconindia on Ebsco (you can set up an alert)

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=5MP&site=ehost-live

McKinsey Quarterly on Ebsco (you can set up an alert)

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=MCK&site=ehost-live

OTHER ITEMS This items is within an e-book available within MyiLibrary which is accessible from www.cim.co.uk/elibrary. Dave Chaffey’s blog http://blog.davechaffey.com/ Daniel Rowles’s blog http://www.targetinternet.com/digital-marketing-blog/

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Digital Marketing Study Resources Unit 2: Digital toolkit Learning outcome 3: Know how key digital tools can support and enhance marketing As a CIM Studying Member you have free access to a large range of journals and reports. This document signposts articles, journals, pages on websites and a range of other material that is relevant to this module.

ARTICLES These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.] Bacile, T.J. (2013) The Klout challenge: preparing your students for social media marketing. Marketing Education Review, Spring, Vol23(1), pp87-92. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=87441582&site=ehost-live Hemsley, S. (2014) How brands can build love and loyalty. Marketing Week, 26 June, p2. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=96802502&site=ehost-live Grensing-Pophal, L. (2014) Digital advertising trends you need to know. Econtent, June, Vol37(5), pp14-19. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=96358223&site=ehost-live Hendrix, P.E. (2014) How digital technologies are enabling consumers and transforming the practice of marketing. Journal of Marketing Theory & Practice, Spring, Vol22(2), pp149-150. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94648701&site=ehost-live Chandler, D. (2013) Your digital domain. Electrical wholesaling, March, Vol94(3), pp16-19. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=86440497&site=ehost-live Kulmala, M., Mesiranta, N. and Tuominen, P. (2013) Organi and amplified eWOM in consumer fashion blogs. Journal of Fashion Marketing and Management, Vol17(1), pp20-37. Emerald http://dx/doi/org/10.1108/13612021311305119 Kumar, S. (2011) Move over CRM, marketing automation has arrived. Siliconindia, May, Vol14(5), pp36-37. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=61481862&site=ehost-live

MARKETING EXPERT (You will be prompted to log in) The 8 features of a successful Facebook application http://www.cimmarketingexpert.co.uk/page/299/the-8-features-of-a-successful-facebook-application Mobile marketing http://www.cimmarketingexpert.co.uk/diagram/45/mobilemarketing Customer reviews will further boost your rankings http://www.cimmarketingexpert.co.uk/page/4172/customer-reviews-will-further-boost-your-rankings Positioning and the marketing mix http://www.cimmarketingexpert.co.uk/page/981/positioning-and-the-marketing-mix

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Digital Marketing Study Resources Marketing mix (visual map – shows on and offline) http://www.cimmarketingexpert.co.uk/diagram/17/marketing-mix Your marketing mix strategy (adds a few more Ps in!) http://www.cimmarketingexpert.co.uk/page/4463/your-marketing-mix-strategy Your product – in a digital environment http://www.cimmarketingexpert.co.uk/page/2044/your-product-in-a-digital-environment Electronically transmitted, or digital, media http://www.cimmarketingexpert.co.uk/page/1659/electronically-transmitted-or-digital-media Convergence in marketing communications http://www.cimmarketingexpert.co.uk/page/2965/convergence-in-marketing-communications Web logs (blogs) http://www.cimmarketingexpert.co.uk/page/2479/web-logs-blogsBriefing note – weblogs http://www.cimmarketingexpert.co.uk/page/5649/weblogs Social media http://www.cimmarketingexpert.co.uk/diagram/58/Social-media-strategy-and-implementation-your-step-by-stepguide Evaluate online digital media http://www.cimmarketingexpert.co.uk/page/1989/element-2-evaluate-online-digital-media Podcasting http://www.cimmarketingexpert.co.uk/page/2162/podcasting Viral marketing http://www.cimmarketingexpert.co.uk/page/2477/viral-marketingBriefing note – viral marketing http://www.cimmarketingexpert.co.uk/page/5648/viral-marketing Briefing note – Podcasting http://www.cimmarketingexpert.co.uk/page/5650/podcasting Social Network – dos and don’ts http://www.cimmarketingexpert.co.uk/page/3919/social-networking-dos-and-don-ts

JOURNALS You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.

Wired Magazine

http://www.wired.co.uk/magazine

Siliconindia by Siliconindia on Ebsco (you can set up an alert)

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=5MP&site=ehost-live

OTHER ITEMS This item is within an e-book available within MyiLibrary which is accessible from www.cim.co.uk/elibrary. Dave Chaffey’s blog http://blog.davechaffey.com/

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Digital Marketing Study Resources Daniel Rowles’s blog http://www.targetinternet.com/digital-marketing-blog/ Daniel Rowles’s podcast http://www.targetinternet.com/category/digital-marketing-podcast/ Check out the Practical Insights Webinars at http://www.cimmarketingexpert.co.uk/practicalinsights (you will be prompted to log in.) CIM offer a range of course on digital marketing www.cim.co.uk/training Rowles, D. (2014) The digital marketing toolkit: essential tools every digital marketer needs. Target Internet, July [Sign up required] http://www.targetinternet.com/free-digital-marketing-toolkit/

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Digital Marketing Study Resources Unit 2: Digital toolkit Learning outcome 4: Understand the relevance of digital platforms and channels in context As a CIM Studying Member you have free access to a large range of journals and reports. This document signposts articles, journals, pages on websites and a range of other material that is relevant to this module.

ARTICLES These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.] Stone, M.D. and Woodcock, N.D. (2014) Interactive, direct and digital marketing: a future that depends on better use of business intelligence. Journal of Research in Interactive Marketing, Vol8(1), pp4-17. Emerald http://dx.doi.org/10.1108/13612021311305119 Gupta, R. (2014) Addressing the challenges of digitalization. Siliconindia, March, p38. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95057473&site=ehost-live Hong, L. (2014) Marketing to China’s middle class. China Business Review, January, p11. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95311487&site=ehost-live Reid, C.K. (2014) The state of digital advertising. EContent, Jan/Feb, Vol 37(1), pp16-17. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94262889&site=ehost-live Aquino, J. (2013) Growing profits with marketing automation. CRM Magazine, May, Vol17(5), pp32-35. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=87529468&site=ehost-live Kridel, D. and Dolk, D. (2013) Automated self-service modeling: predictive analytics as a service. Information Systems & e-Business Management, March, Vol11(1), pp119-140. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=85284094&site=ehost-live Lynch, E. (2012) How to make live chat work for you. Multichannel Merchant, Aug/Sept, Vol8(4), pp40-42. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=79543521&site=ehost-live Morgan, D. and Chavez, A. (2014) Think you have the perfect website? SDM: Security Distributing & Marketing, March, Vol44(3), pp60-64. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94757153&site=ehost-live

MARKETING EXPERT (You will be prompted to log in) Online business models (See 2.3) http://www.cimmarketingexpert.co.uk/page/2006/2-online-business-models Process of adoption http://www.cimmarketingexpert.co.uk/page/1744/process-of-adoption Communication: theories and concepts http://www.cimmarketingexpert.co.uk/page/1678/communication-theories-and-concepts Examples of C2C online transactions http://www.cimmarketingexpert.co.uk/page/2642/examples-of-c2c-online-transactions 10

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Digital Marketing Study Resources Examples of B2C online transactions http://www.cimmarketingexpert.co.uk/page/2641/examples-of-b2c-online-transactions Examples of B2B online transactions http://www.cimmarketingexpert.co.uk/page/2645/examples-of-b2b-online-transactions Government to consumer transactions, online (G2C) http://www.cimmarketingexpert.co.uk/page/2643/government-to-consumer-transactions-online-g2cElement 2: using campaign tools http://www.cimmarketingexpert.co.uk/page/2001/element-2-using-campaign-toolsAutomated methods and techniques – for customer services http://www.cimmarketingexpert.co.uk/page/2080/automated-methods-and-techniques-for-customer-services What is an autoresponder? http://www.cimmarketingexpert.co.uk/page/2129/what-is-an-autoresponderEnvironmental factors impacting on online activity and plans http://www.cimmarketingexpert.co.uk/page/2007/3-environmental-factors-impacting-on-online-activity-and-plans

JOURNALS You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.

Wired Magazine

http://www.wired.co.uk/magazine

Siliconindia by Siliconindia on Ebsco (you can set up an alert)

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=5MP&site=ehost-live

OTHER ITEMS These items are within an e-book available within MyiLibrary which is accessible from www.cim.co.uk/elibrary. Dave Chaffey’s blog http://blog.davechaffey.com/ Daniel Rowles’s blog http://www.targetinternet.com/digital-marketing-blog/

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Digital Marketing Study Resources Unit 3: Digital in action Learning outcome 5: Develop digital activities to support and enhance multichannel marketing As a CIM Studying Member you have free access to a large range of journals and reports. This document signposts articles, journals, pages on websites and a range of other material that is relevant to this module.

ARTICLES These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.] Schulze, C., Schöler, L. and Skiera, B. (2014) Not all fun and games: viral marketing for utilitarian products. Journal of Marketing, January, Vol78(1), pp1-19. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=93641513&site=ehost-live Minsker, M. (2014) Augmented reality is a real marketing tool. CRM Magazine, February, Vol18(2), p12. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94877165&site=ehost-live Cramer, T. (2014) Applying the secrets of gamification to your digital marketing strategy. Econtent, June, Vol37(5), pp8-10. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=96358220&site=ehost-live Stringer, M. (2014) How to create an easy nine-step content strategy. Digital Marketing Magazine, 24 June. http://digitalmarketingmagazine.co.uk/digital-marketing-content/how-to-create-an-easy-nine-step-contentstrategy/705 Howe, S. (2014) Why multiscreen merchandising is the next marketing milestone. Digital Marketing Magazine, 30 June. http://digitalmarketingmagazine.co.uk/digital-marketing-advertising/why-multiscreen-merchandising-is-the-nextmarketing-milestone/728 Goodale, B. (2014) Measure twice, cut once. NZ Marketing Magazine, May/June, p71. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95894140&site=ehost-live Robbins, M. (2014) The power of many. NZ Marketing Magazine, Jan/Feb, p63. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=93353096&site=ehost-live Barnett, M. (2013) Omnichannel, Marketing Week, 21 March, p44. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=86438998&site=ehost-live Beene,R. (2014) Marketers agree: digital now runs the show. Automotive News, 20 January, Vol88(6604), p21. Ebsco Views from the car industry http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94184558&site=ehost-live Koelliker, K. (2013) Scaling the multichannel mountain. KM World, Nov/Dec, Vol22(10), pS3. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=91714308&site=ehost-live

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Digital Marketing Study Resources MARKETING EXPERT (You will be prompted to log in) Digital media plan – some best practice http://www.cimmarketingexpert.co.uk/page/5164/digital-media-plan-some-best-practice Techniques for you to consider http://www.cimmarketingexpert.co.uk/page/1491/techniques-for-you-to-consider Develop a digital marketing plan http://www.cimmarketingexpert.co.uk/page/2009/5-develop-a-digital-marketing-plan Digital strategy (visual map) http://www.cimmarketingexpert.co.uk/diagram/23/digitalstrategy Element 2: Using campaign tools http://www.cimmarketingexpert.co.uk/page/2001/element-2-using-campaign-toolsDigital advertising http://www.cimmarketingexpert.co.uk/page/2090/digital-advertising Banner ads http://www.cimmarketingexpert.co.uk/page/2451/banner-ads Pop-ups/intertitials http://www.cimmarketingexpert.co.uk/page/2086/pop-ups-interstitials Methods of generating revenues from advertising online http://www.cimmarketingexpert.co.uk/page/2639/methods-of-generating-revenues-from-advertising-online Viral marketing http://www.cimmarketingexpert.co.uk/page/2477/viral-marketingDigital channels in promotional marketing http://www.cimmarketingexpert.co.uk/page/4287/digital-channels-in-promotional-marketing

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Digital Marketing Study Resources Unit 3: Digital in Action Learning outcome 6: Apply the key principles involved in monitoring and measuring digital marketing effectiveness As a CIM Studying Member you have free access to a large range of journals and reports. This document signposts articles, journals, pages on websites and a range of other material that is relevant to this module.

DEFINITIONS VOC – Voice of customer LTV – Life-time value CTR – Click through rates CRO – Conversion Rate Optimisation APO – App Store Optimisation

ARTICLES These articles are available via CIM website. For the links to work go to the CIM website and log in. Click on the Ebsco and Emerald links and leave the pages open in your browser. Now click on the links below. [The publishers of Harvard Business Review do not permit direct links to be available – but they are available to search within the Ebsco database.] Ougrinov, P. (2014) How to measure customer service on social media. Digital Marketing Magazine, 1 July. http://digitalmarketingmagazine.co.uk/social-media-marketing/how-to-measure-customer-service-on-socialmedia/729 Hennessy, M. (2013) Excellence in multichannel customer service. KM World, Nov/Dec, Vol22(10), pS5. http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=91714310&site=ehost-live Tait, A. (2013) Marketers must foster skills in measurement across the business. Marketing Week, 7 November, p5. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=91941442&site=ehost-live Obrecht, J. (2013) Trying to measure up. B to B, 16 September, Vol98(4), p8. Ebsco

http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=90404033&site=ehost-live Bannan, K.J. (2013) Analytics practices to live by. B to B, 16 September, Vol98(4), p60. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=90404027&site=ehost-live Bercovici, J. (2014) The surprising data behind how often brands should post on Instagram. Forbes.com, 2 May, p12. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=95899801&site=ehost-live Anon (2014) Insight: Media debate viewability – next step in measuring true impact. Campaign Asia-Pacific, March, p54. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94875830&site=ehost-live Landers, B. (2014) The measure of SEO success is revenue, not your Google website ranking. Air Conditioning Heating & Refrigeration News, 20 January, Vol251(3), p24. Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&AN=94140508&site=ehost-live

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Digital Marketing Study Resources MARKETING EXPERT (You will be prompted to log in) Digital media budgeting http://www.cimmarketingexpert.co.uk/page/2614/digital-media-budgeting Deliver new customers to your website using SEO http://www.cimmarketingexpert.co.uk/page/4012/deliver-new-customers-to-your-website-using-seo Digital evaluation tools http://www.cimmarketingexpert.co.uk/page/2165/digital-evaluation-tools Web analytics http://www.cimmarketingexpert.co.uk/page/589/web-analytics-use-it-to-convert-more-visitors-into-buyers Digital marketing – evaluation and control http://www.cimmarketingexpert.co.uk/page/2660/digital-marketing-evaluation-and-control Using primary and secondary data in digital analysis http://www.cimmarketingexpert.co.uk/page/2131/using-primary-and-secondary-data-in-digital-analysis Evaluate online digital media http://www.cimmarketingexpert.co.uk/page/1989/element-2-evaluate-online-digital-media Evaluate relevant channels http://www.cimmarketingexpert.co.uk/page/2164/evaluate-relevant-channelsThe importance of website usability http://www.cimmarketingexpert.co.uk/page/118/the-importance-of-website-usability Element 3: monitoring http://www.cimmarketingexpert.co.uk/page/2002/element-3-monitoringConversion funnel http://www.cimmarketingexpert.co.uk/page/2141/the-conversion-funnel Analytics and marketing performance http://www.cimmarketingexpert.co.uk/diagram/96/measuring-and-improving-marketing-performance Metrics and marketing performance http://www.cimmarketingexpert.co.uk/page/1631/metrics-and-marketing-performance Affiliate networks http://www.cimmarketingexpert.co.uk/page/2127/affiliate-networks Online (or internet) research http://www.cimmarketingexpert.co.uk/page/4713/online-or-internet-research Environmental factors impacting on online activity and plans http://www.cimmarketingexpert.co.uk/page/2007/3-environmental-factors-impacting-on-online-activity-and-plans Customer lifetime value http://www.cimmarketingexpert.co.uk/page/827/customer-lifetime-value-

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Digital Marketing Study Resources JOURNALS You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification.

Wired Magazine

http://www.wired.co.uk/magazine

Siliconindia by Siliconindia on Ebsco (you can set up an alert)

http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=5MP&site=ehost-live

Digital Marketing Magazine

http://digitalmarketingmagazine.co.uk/

OTHER ITEMS These items are within an e-book available within MyiLibrary which is accessible from www.cim.co.uk/elibrary. Dave Chaffey’s blog http://blog.davechaffey.com/ Daniel Rowles’s blog http://www.targetinternet.com/digital-marketing-blog/ Rowles, D. (2014) The digital marketing toolkit: essential tools every digital marketer needs. Target Internet, July. [Sign up required] http://www.targetinternet.com/free-digital-marketing-toolkit/ Check out the practical Insights Webinars at http://www.cimmarketingexpert.co.uk/practicalinsights (you will be prompted to log in]

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Digital Marketing - CPDLondonmet

Digital Marketing Study Resources Certificate in Professional Marketing Elective Module: Digital Marketing Through the CIM website (MyCIM) you have f...

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