Digital Marketing STUDY RESOURCES Certificate in Professional Marketing Elective Module: Digital Marketing Through the CIM website 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: Understand the opportunities and challenges presented through the disruptive environment Learning outcome 2: Assess the impact and influence of the dynamic digital environment Unit 2: Digital toolkit Learning outcome 3: Know 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 July 2014. If any are broken please e-mail the details to library@cim.co.uk for resolution or alternatives. These resources are designed to be updated on a regular basis - so please do not upload onto different platforms as you will risk not getting the most up-to-date version. Our electronic resources for members has more information on accessing the services, alternatively please contact library@cim.co.uk or telephone +44 (0) 1628 427333. V3.0 © CIM 2014 1 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. Select Online, journals, books and reports link from the Resources menu. Click on the Ebsco and Emerald links and leave them 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.] 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. Ebsco 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 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. (Will be on Ebsco – link to follow) OTHER ARTICLES Articles from The Marketer and other journals that should be generally available. Anon (2013) Big data – science fact or fantasy. The Marketer, November, pp30-33. http://www.themarketer.co.uk/analysis/in-depth/big-data-science-fact-or-fantasy/ V3.0 © CIM 2014 2 Digital Marketing STUDY RESOURCES East, J. (2013) Knowledge is power. The Marketer, January, pp34-37. http://www.themarketer.co.uk/archives/features/knowledge-is-power/ Anon (2013) Hotspot: crowdsourcing. The Marketer, January, pp6-7. http://www.themarketer.co.uk/analysis/trends/hotspot-crowdsourcing/ 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 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 MARKETING EXPERT (You will be prompted to log in) Definitions of digital marketing http://www.cimmarketingexpert.co.uk/wp/?wpid=3011 The advantages and disadvantages of using different media http://www.cimmarketingexpert.co.uk/wp/?wpid=3883 The objectives of your digital marketing http://www.cimmarketingexpert.co.uk/wp/?wpid=3029 To get an introduction to digital marketing http://www.cimmarketingexpert.co.uk/wp/?wpid=1272 Online and traditional marketing concepts and applications http://www.cimmarketingexpert.co.uk/wp/?wpid=2967 Digital media http://www.cimmarketingexpert.co.uk/wp/?wpid=3806 A spectrum of value creation opportunities http://www.cimmarketingexpert.co.uk/wp/?wpid=6009 Briefing note – apps and widgets http://www.cimmarketingexpert.co.uk/wp/?wpid=7190 Direct marketing http://www.cimmarketingexpert.co.uk/directMarketingStrategy Digital strategy – visual map http://www.cimmarketingexpert.co.uk/digitalstrategy Getting brand recommended via word-of-mouth http://www.cimmarketingexpert.co.uk/wp/?wpid=861 Digital word of mouth http://www.cimmarketingexpert.co.uk/wp/?wpid=3403 JOURNALS You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification. 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 V3.0 © CIM 2014 3 Digital Marketing STUDY RESOURCES 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 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/ V3.0 © CIM 2014 4 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. Select Online, journals, books and reports link from the Resources menu. Click on the Ebsco and Emerald links and leave them 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 eservices. 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/wp/?wpid=2967 Price comparison site marketing http://www.cimmarketingexpert.co.uk/wp/?wpid=4073 Your marketing – and the price comparison sites http://www.cimmarketingexpert.co.uk/wp/?wpid=4070 Disintermediation http://www.cimmarketingexpert.co.uk/wp/?wpid=3569 V3.0 © CIM 2014 5 Digital Marketing STUDY RESOURCES The value proposition – delivered online http://www.cimmarketingexpert.co.uk/wp/?wpid=3004 Advantages of online promotions (compared to offline campaigns http://www.cimmarketingexpert.co.uk/wp/?wpid=2422 Online business models (see 2.4) http://www.cimmarketingexpert.co.uk/wp/?wpid=2968 Lead generation http://www.cimmarketingexpert.co.uk/wp/?WPID=3546 Subscription http://www.cimmarketingexpert.co.uk/wp/?wpid=3544 The importance of website usability http://www.cimmarketingexpert.co.uk/wp/?wpid=1114 Usability/user testing http://www.cimmarketingexpert.co.uk/wp/?wpid=3089 Pre-launch site evaluation http://www.cimmarketingexpert.co.uk/wp/?wpid=140 Final checks and functionality for your site http://www.cimmarketingexpert.co.uk/wp/?wpid=1130 Understanding the demographics of digital users http://www.cimmarketingexpert.co.uk/wp/?wpid=3117 Credibility http://www.cimmarketingexpert.co.uk/wp/?wpid=2661 The interaction model of communication http://www.cimmarketingexpert.co.uk/wp/?WPID=2705 JOURNALS You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification. Siliconindia by Siliconindia on Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=5MP&site=ehost-live McKinsey Quarterly on Ebsco http://search.ebscohost.com/login.aspx?direct=true&db=bch&jid=MCK&site=ehost-live Wired Magazine http://www.wired.co.uk/magazine OTHER ITEMS Dave Chaffey’s blog http://blog.davechaffey.com/ Daniel Rowles’s blog http://www.targetinternet.com/digital-marketing-blog/ V3.0 © CIM 2014 6 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. Select Online, journals, books and reports link from the Resources menu. Click on the Ebsco and Emerald links and leave them 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) Organic 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 OTHER ARTICLES Articles from The Marketer and other journals that should be generally available. Manning, J. (20145) DIY marketing. The Marketer, January, pp33-36. http://www.themarketer.co.uk/analysis/in-depth/diy-marketing/ Manning, J. (2014) The new SEO: the growth of encrypted searches in SEO favours great content, and marketers that don’t adapt will founder. The Marketer, July/August, pp33-36. http://www.themarketer.co.uk/analysis/in-depth/the-new-seo/ Hilpern, K., (2013) How to make content marketing work for you. The Marketer, January, pp38-41. http://www.themarketer.co.uk/archives/masterclass/how-to-make-content-marketing-work-for-you/ V3.0 © CIM 2014 7 Digital Marketing STUDY RESOURCES MARKETING EXPERT (You will be prompted to log in) The 8 features of a successful Facebook application http://www.cimmarketingexpert.co.uk/wp/?wpid=1303 Take advantage of mobile marketing 27/11/13 http://www.cimmarketingexpert.co.uk/wp/?wpid=5771 Mobile marketing http://www.cimmarketingexpert.co.uk/wp/?wpid=4704 Customer reviews will further boost your rankings http://www.cimmarketingexpert.co.uk/wp/?wpid=4531 Positioning and the marketing mix http://www.cimmarketingexpert.co.uk/wp/?wpid=1952 Marketing mix (visual map – shows on and offline) http://www.cimmarketingexpert.co.uk/marketingmix Your marketing mix strategy (adds a few more Ps in!) http://www.cimmarketingexpert.co.uk/wp/?wpid=4824 Your product – in a digital environment http://www.cimmarketingexpert.co.uk/wp/?wpid=3003 Electronically transmitted, or digital, media http://www.cimmarketingexpert.co.uk/wp/?WPID=2619 Convergence in marketing communications http://www.cimmarketingexpert.co.uk/wp/?wpid=3847 Web logs (blogs) http://www.cimmarketingexpert.co.uk/wp/?wpid=3398 Briefing note – weblogs http://www.cimmarketingexpert.co.uk/wp/?wpid=7183 Social media http://www.cimmarketingexpert.co.uk/wp/?wpid=3809 Evaluate online digital media http://www.cimmarketingexpert.co.uk/wp/?wpid=2951 Podcasting http://www.cimmarketingexpert.co.uk/wp/?wpid=310 Viral marketing http://www.cimmarketingexpert.co.uk/wp/?wpid=3396 Briefing note – viral marketing http://www.cimmarketingexpert.co.uk/wp/?wpid=7182 Briefing note – Podcasting http://www.cimmarketingexpert.co.uk/wp/?wpid=7184 Social Network – dos and don’ts http://www.cimmarketingexpert.co.uk/wp/?wpid=4276 V3.0 © CIM 2014 8 Digital Marketing STUDY RESOURCES JOURNALS You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification. 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 Wired Magazine http://www.wired.co.uk/magazine OTHER ITEMS Dave Chaffey’s blog http://blog.davechaffey.com/ 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/ Deloitte (2014) Mobile consumer 2014: the UK cut – revolution and evolution. Deloitte Technology, Media and Telecommunications Industry Group, September. [Accessed September 2014] http://www.deloitte.co.uk/mobileuk/ V3.0 © CIM 2014 9 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. Select Online, journals, books and reports link from the Resources menu. Click on the Ebsco and Emerald links and leave them 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 Manning, J. (2014) 5 automatic social media wins: can brands really automate their social media, or does that go against everything their consumers want from them. The Marketer, July/August, pp44-45. http://www.themarketer.co.uk/how-to/digital-focus/5-automatic-social-media-wins/ 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 OTHER ARTICLES Articles from The Marketer and other journals that should be generally available. Bolger, M. (2014) Trailblaizing talk. The Marketer, March, pp20-21. http://www.themarketer.co.uk/how-to/case-studies/exodus-digital-strategy/ V3.0 © CIM 2014 10 Digital Marketing STUDY RESOURCES MARKETING EXPERT (You will be prompted to log in) Online business models (See 2.3) http://www.cimmarketingexpert.co.uk/wp/?wpid=2968 Process of adoption http://www.cimmarketingexpert.co.uk/wp/?wpid=2703 Communication: theories and concepts http://www.cimmarketingexpert.co.uk/wp/?wpid=2638 Examples of C2C online transactions http://www.cimmarketingexpert.co.uk/wp/?wpid=3548 Examples of B2C online transactions http://www.cimmarketingexpert.co.uk/wp/?wpid=3547 Examples of B2B online transactions http://www.cimmarketingexpert.co.uk/wp/?wpid=3550 Government to consumer transactions, online (G2C) http://www.cimmarketingexpert.co.uk/wp/?wpid=3549 Element 2: using campaign tools http://www.cimmarketingexpert.co.uk/wp/?wpid=2963 Automated methods and techniques – for customer services http://www.cimmarketingexpert.co.uk/wp/?wpid=3037 What is an autoresponder? http://www.cimmarketingexpert.co.uk/wp/?WPID=307 Environmental factors impacting on online activity and plans http://www.cimmarketingexpert.co.uk/wp/?wpid=2969 JOURNALS You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification. 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 Wired Magazine http://www.wired.co.uk/magazine OTHER ITEMS Dave Chaffey’s blog http://blog.davechaffey.com/ Daniel Rowles’s blog http://www.targetinternet.com/digital-marketing-blog/ V3.0 © CIM 2014 11 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. Select Online, journals, books and reports link from the Resources menu. Click on the Ebsco and Emerald links and leave them 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 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 OTHER ARTICLES Articles from The Marketer and other journals that should be generally available. 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-thenext-marketing-milestone/728 V3.0 © CIM 2014 12 Digital Marketing STUDY RESOURCES MARKETING EXPERT (You will be prompted to log in) Digital media plan – some best practice http://www.cimmarketingexpert.co.uk/wp/?wpid=5707 Techniques for you to consider http://www.cimmarketingexpert.co.uk/wp/?wpid=2452 Develop a digital marketing plan http://www.cimmarketingexpert.co.uk/wp/?wpid=2971 Digital strategy (visual map) http://www.cimmarketingexpert.co.uk/digitalstrategy Element 2: Using campaign tools http://www.cimmarketingexpert.co.uk/wp/?wpid=2963 Digital advertising http://www.cimmarketingexpert.co.uk/wp/?wpid=3045 Banner ads http://www.cimmarketingexpert.co.uk/wp/?WPID=3372 Pop-ups/intertitials http://www.cimmarketingexpert.co.uk/wp/?wpid=3041 Methods of generating revenues from advertising online http://www.cimmarketingexpert.co.uk/wp/?wpid=3545 Viral marketing http://www.cimmarketingexpert.co.uk/wp/?wpid=3396 Digital channels in promotional marketing http://www.cimmarketingexpert.co.uk/wp/?wpid=4647 JOURNALS You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification. 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 Wired Magazine http://www.wired.co.uk/magazine OTHER ITEMS Dave Chaffey’s blog http://blog.davechaffey.com/ Daniel Rowles’s blog http://www.targetinternet.com/digital-marketing-blog/ V3.0 © CIM 2014 13 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. Select Online, journals, books and reports link from the Resources menu. Click on the Ebsco and Emerald links and leave them 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.] 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 OTHER ARTICLES Articles from The Marketer and other journals that should be generally available. 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 V3.0 © CIM 2014 14 Digital Marketing STUDY RESOURCES MARKETING EXPERT (You will be prompted to log in) Digital media budgeting http://www.cimmarketingexpert.co.uk/wp/?wpid=3521 Deliver new customers to your website using SEO http://www.cimmarketingexpert.co.uk/wp/?wpid=4369 Digital evaluation tools http://www.cimmarketingexpert.co.uk/wp/?wpid=3112 Web analytics http://www.cimmarketingexpert.co.uk/wp/?wpid=157 Digital marketing – evaluation and control http://www.cimmarketingexpert.co.uk/wp/?wpid=3564 Using primary and secondary data in digital analysis http://www.cimmarketingexpert.co.uk/wp/?wpid=3081 Evaluate online digital media http://www.cimmarketingexpert.co.uk/wp/?wpid=2951 Evaluate relevant channels http://www.cimmarketingexpert.co.uk/wp/?wpid=3111 The importance of website usability http://www.cimmarketingexpert.co.uk/wp/?wpid=1114 Element 3: monitoring http://www.cimmarketingexpert.co.uk/wp/?wpid=2964 Conversion funnel http://www.cimmarketingexpert.co.uk/wp/?wpid=3090 Analytics and marketing performance http://www.cimmarketingexpert.co.uk/wp/?wpid=4460 Metrics and marketing performance http://www.cimmarketingexpert.co.uk/wp/?wpid=2592 Affiliate networks http://www.cimmarketingexpert.co.uk/wp/?wpid=3079 Online (or internet) research http://www.cimmarketingexpert.co.uk/wp/?wpid=5101 Environmental factors impacting on online activity and plans http://www.cimmarketingexpert.co.uk/wp/?wpid=2969 Customer lifetime value http://www.cimmarketingexpert.co.uk/wp/?WPID=17 JOURNALS You can set up alerts for journals on Ebsco so each time an edition is uploaded you receive notification. 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 V3.0 © CIM 2014 15 Digital Marketing STUDY RESOURCES Wired Magazine http://www.wired.co.uk/magazine Digital Marketing Magazine http://digitalmarketingmagazine.co.uk/ OTHER ITEMS 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] V3.0 © CIM 2014 16