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
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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. 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/
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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
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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
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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. 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
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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
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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. 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
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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
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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.
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
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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. 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
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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
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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/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
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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. 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
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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/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
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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
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