References

Chapter 1

  1. Content Marketing Institute and Marketing. (2021). B2B Content marketing benchmarks, budgets, and trends for 2022 [online]. Available from: https://contentmarketinginstitute.com/wp-content/uploads/2021/10/B2B_2022_Research.pdf.
  2. Content Marketing Institute and Marketing. (2022). B2C content marketing: benchmarks, budgets, and trends—insights for 2022 [online]. Available from: https://contentmarketinginstitute.com/wp-content/uploads/2022/01/b2c-2022-research-r3-1.pdf.
  3. Friedlein, F. (2017). Introducing the Modern Marketing Model (M3) [online]. Econsultancy. Available from: https://econsultancy.com/introducing-the-modern-marketing-model-m3/.
  4. Jarboe, G. (2019). Kraft Heinz: Isn't anyone going to help that poor brand? [online]. Search Engine Journal. Available from: https://www.searchenginejournal.com/kraft-heinz-trouble/315513/.
  5. Jarboe, G. (2021a). Customer personas can transform SEO, PPC and content marketing [online]. Search Engine Journal. Available from: https://www.searchenginejournal.com/customer-personas-seo-ppc-content-marketing/397592/.
  6. Jarboe, G. (2021b). Nostalgia marketing & what we can learn from John Lewis ads [online]. Search Engine Journal. Available from: https://www.searchenginejournal.com/nostalgia-marketing-examples/429066/.
  7. Kaushik, A. (2013). Digital marketing and analytics: Two ladders for magnificent success [online]. Occam's Razor. Available from: https://www.kaushik.net/avinash/digital-marketing-analytics-ladder-step-by-step-success/.
  8. Ogilvy, D. (1985). Ogilvy on advertising. New York: Vintage Books.
  9. OMCP. (2019). OMCP digital marketing role delineation study [online]. Available from: https://omcp.org/2019-omcp-digital-marketing-role-delineation-survey-is-live/ [accessed 26 August 2022].

Chapter 2

Stephens‐Davidowitz, S. (2017). Everybody lies. New York: Dey Street.

Chapter 4

Stephens‐Davidowitz, S. (2017). Everybody Lies. New York: Dey Street.

Chapter 5

  1. BuzzSumo. (n.d.). 400,000 article analyzed: Here's what we learned about content engagement [online]. Available from: https://buzzsumo.com/resources/creating-engaging-content/view/#section-method. [Accessed 26 Aug. 2022].
  2. Content Marketing Institute, MarketingProfs, and On24. (2022). B2B content marketing [PDF]. Available from: https://contentmarketinginstitute.com/wp-content/uploads/2021/10/B2B_2022_Research.pdf.
  3. Gartner. (n.d.). The B2B buying journey [online]. Available from: https://www.gartner.com/en/sales/insights/b2b-buying-journey. [Accessed 26 Aug. 2022].
  4. Hensler, V. (2020). Consumer intent is better than demographic data for video ads [online]. Think with Google. Available from: https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/consumer-intent-video-data/.
  5. Jarboe, G. (2020). Is a Super Bowl ad the equivalent of lighting money on fire? [online] Search Engine Journal. Available from: https://www.searchenginejournal.com/is-a-super-bowl-ad-the-equivalent-of-lighting-money-on-fire/348076/.
  6. Jefferson, M. (2021). Inside the Grand Prix winning Direct Line campaign that delivered against all measures [online]. Marketing Week. Available from: https://www.marketingweek.com/inside-direct-line-campaign/.
  7. Johnson, A. and Jones, C. (2019). Content relevance and usefulness: Why you need it and 4 ways to achieve it [online]. Content Science Review. Available from: https://review.content-science.com/content-relevance-and-usefulness-why-you-need-it-and-4-ways-to-achieve-it/.
  8. Lieb, R. (2011). Content marketing: Think like a publisher—how to use content to market online and in social media. Indianapolis, IN: Que Publishing.
  9. Kaushik, A. (2015). The three greatest survey questions ever [online]. Occam's Razor. Available from: https://www.kaushik.net/avinash/the-three-greatest-survey-questions-ever/.
  10. Kaushik, A. (2014). Digital dashboards: Strategic & tactical: Best practices, tips, examples [online]. Occam's Razor. Available from: https://www.kaushik.net/avinash/digital-dashboards-strategic-tactical-best-practices-tips-examples/.
  11. Kawasaki, G. (2012). Enchantment: The Art of changing hearts, minds, and actions. New York: Portfolio Publishing.
  12. LinkedIn. (n.d.). The B2B effectiveness code [online]. Available from: https://business.linkedin.com/marketing-solutions/b2b-institute/the-b2b-effectiveness-code#:~:text=The%20B2B%20Institute%20at%20LinkedIn,best%20lead%20to%20those%20effects. [Accessed 26 Aug. 2022].
  13. McKinsey Quarterly. (2020). The quickening [online]. Available from: https://www.mckinsey.com/business-functions/strategy-and-corporate-finance/our-insights/five-fifty-the-quickening.
  14. Nelson‐Field, K. (2013). Viral marketing: The science of sharing. United Kingdom: Oxford Press.
  15. Raymond, K. (2022). 7 steps to a more strategic editorial calendar. CMI, January 6. Available from: https://contentmarketinginstitute.com/2022/01/strategic-editorial-calendar/.
  16. Sullivan, D. (2019). What site owners should know about Google's core updates [online]. Available from: https://developers.google.com/search/blog/2019/08/core-updates.
  17. Think with Google. (n.d.). What the world watched in a day [online]. Available from: https://www.thinkwithgoogle.com/feature/youtube-video-data-watching-habits/. [Accessed 26 Aug. 2022].

Chapter 6

  1. Duggan, B. (2021). Media KPIs that matter [online]. ANA. Available at: https://www.ana.net/blogs/show/id/mm-blog-2021-05-media-kpis-that-matter.
  2. Fishkin, R. (2022). SparkToro & Followerwonk joint Twitter analysis: 19.42% of active accounts are fake or spam [online]. SparkToro. Available at: https://sparktoro.com/blog/sparktoro-followerwonk-joint-twitter-analysis-19-42-of-active-accounts-are-fake-or-spam/ [Accessed 26 Aug. 2022].
  3. Geyser, W. (2021). Social Media Marketing Benchmark Report 2022 [online]. Influencer Marketing Hub. Available at: https://influencermarketinghub.com/social-media-marketing-benchmark-report/.
  4. Geyser, W. (2022). The state of influencer marketing 2022: Benchmark report [online]. Influencer Marketing Hub. Available at: https://influencermarketinghub.com/influencer-marketing-benchmark-report/.
  5. Heath, A. (2022). How Facebook plans to become more like TikTok [online]. The Verge. Available at: https://www.theverge.com/2022/6/15/23168887/facebook-discovery-engine-redesign-tiktok.
  6. Institute for Public Relations. (2022). 2022 IPR Disinformation in Society Report [online]. Available at: https://instituteforpr.org/2022-disinformation-report/ [Accessed 26 Aug. 2022].
  7. Jarboe, G. (2021). How to calculate the ROI of influencer marketing campaigns [online]. Search Engine Journal. Available at: https://www.searchenginejournal.com/influencer-marketing-roi/416945/ [Accessed 26 Aug. 2022].
  8. Jarboe, G. (2022). A guide to social media algorithms & how they work [online]. Search Engine Journal. Available at: https://www.searchenginejournal.com/social-media-algorithms/453220/ [Accessed 26 Aug. 2022].
  9. Kaushik, A. (2011). Best social media metrics: Conversation, amplification, applause, economic value [online]. Occam's Razor. Available at: https://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/.
  10. Kaushik, A. (2017). Stop all social media activity (organic): Solve for a profitable reality [online]. Occam's Razor. Available at: https://www.kaushik.net/avinash/stop-organic-social-media-marketing-solve-for-profit/ [Accessed 26 Aug. 2022].
  11. LinkedIn News. (n.d.). What's in your LinkedIn feed: People You know, talking about things you care about [online]. Available at: https://news.linkedin.com/2019/January/what-s-in-your-linkedin-feed--people-you-know--talking-about-thi.
  12. Mizener, J. (2022). [Podcast] Defining social media, part 1. channels, platforms, & changing rules [online]. SiteLogic Marketing. Available at: https://www.site-logicmarketing.com/podcast-defining-social-media/ [Accessed 26 Aug. 2022].
  13. Mosseri, A. (2021). Shedding more light on how Instagram works [online]. about.instagram.com. Available at: https://about.instagram.com/blog/announcements/shedding-more-light-on-how-instagram-works.
  14. Puzzanghera J. (2022). The world economic outlook turns grim as ‘once in a lifetime’ shocks take their toll [online]. BostonGlobe.com. Available at: https://www.bostonglobe.com/2022/06/18/nation/world-economic-outlook-turns-grim-once-lifetime-shocks-take-their-toll/ [Accessed 26 Aug. 2022].
  15. Think with Google. (n.d.). The car‐buying process: One consumer's 900+ digital interactions [online]. Available at: https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/consumer-car-buying-process-reveals-auto-marketing-opportunities/.
  16. Scott, D.M. (2009). US Air Force web posting response assessment [online]. www.davidmeermanscott.com. Available at: https://www.davidmeermanscott.com/blog/2009/01/us-air-force-web-posting-response-assessment.html [Accessed 26 Aug. 2022].
  17. Stelzner, M. (2022). 2022 Social Media Marketing Industry Report [online]. Social Media Examiner. Available at: https://www.socialmediaexaminer.com/social-media-marketing-industry-report-2022/.
  18. Southern, M.G. (2022). Facebook to restructure main feed around video content [online]. Search Engine Journal. Available at: https://www.searchenginejournal.com/facebook-to-restructure-main-feed-around-video-content/454480/ [Accessed 26 Aug. 2022].
  19. TikTok. (2019). How TikTok recommends videos #ForYou [online]. Available at: https://newsroom.tiktok.com/en-us/how-tiktok-recommends-videos-for-you.
  20. We Are Social Singapore. (2022). Digital 2022: Another year of bumper growth [online]. Available at: https://wearesocial.com/sg/blog/2022/01/digital-2022-another-year-of-bumper-growth/.

Chapter 7

  1. Ash, T., Gindy M. and Page R. (2012). Landing page optimization, 2nd ed. Indianapolis, IN: John Wiley & Sons.
  2. Berg, K.K. (2022). Optimize your CTA: Better alternatives to “click here” [online]. Search Engine Journal. Available from: https://www.searchenginejournal.com/optimize-cta-click-here-better-alternatives/298591/.
  3. Renyard, A. (2021). 3 reasons why your marketing needs Unbounce's new smart builder [online]. Available from: https://unbounce.com/marketing-ai/smart-builder-launch/.

Chapter 8

  1. Agility Ads. (n.d.). Start with where [online]. Available at: https://agilityads.com/agility-geo/ [Accessed 26 Aug. 2022].
  2. Blancaflor, S. (n.d.). This is how Gen Z & Millennials’ Social media use has changed in 2021 [online]. YPulse. Available at: http://www.ypulse.com/article/2021/12/21/this-is-how-gen-z-millennials-social-media-use-has-changed-in-2021/ [Accessed 26 Aug. 2022].
  3. Ericsson. (2020). Mobile data traffic forecast—Mobility report [online]. Available at: https://www.ericsson.com/en/reports-and-papers/mobility-report/dataforecasts/mobile-traffic-forecast.
  4. Firebase. (n.d.). Firebase app indexing [online]. Available at: https://firebase.google.com/docs/app-indexing [Accessed 26 Aug. 2022].
  5. Flynn, J. (n.d.). Gen Z may be challenge for video streaming services [online]. The Marketing Insider. Available at: http://www.mediapost.com/publications/article/363472/gen-z-may-be-challenge-for-video-streaming-service.html [Accessed 26 Aug. 2022].
  6. Google. (2022a). Introducing Checks: simplifying privacy for app developers [online]. Available at: https://blog.google/technology/area-120/checks/ [Accessed 26 Aug. 2022].
  7. Google. (2022b). Introducing the privacy sandbox on Android [online]. Available at: https://blog.google/products/android/introducing-privacy-sandbox-android/.
  8. Google Support. (n.d.a). About video ad formats [online]. Available at: https://support.google.com/google-ads/answer/2375464?hl=en.
  9. Google Support. (n.d.b). About cohorts [online]. Available at: https://support.google.com/analytics/answer/6158745?hl=en [Accessed 26 Aug. 2022].
  10. Google Support. (2020). Impressions: Definition [online]. Available at: https://support.google.com/google-ads/answer/6320?hl=en.
  11. Insider Intelligence. (n.d.). Mobile advertising is still king, but more industries are looking at nonmobile [online]. Available at: https://www.emarketer.com/content/mobile-advertising-still-king-more-industries-looking-nonmobile-thanks-ctv [Accessed 26 Aug. 2022].
  12. Intel. (n.d.). Comparing 5G vs. Wi‐Fi 6 [online]. Available at: https://www.intel.com/content/www/us/en/wireless-network/5g-technology/5g-vs-wifi.html.
  13. Just Ask Thales US. (2018). Generations of mobile networks: Explained [online]. Available at: https://justaskthales.com/us/generations-mobile-networks-explained/.
  14. Kwakyi, G. (2019). What is a mobile measurement partner (MMP)? Incipia Miniseries [online]. Incipia. Available at: https://incipia.co/post/app-marketing/what-is-a-mobile-measurement-partner-mmp [Accessed 26 Aug. 2022].
  15. Levy, A. (2016). Should you create device‐specific PPC campaigns? [online] Search Engine Land. Available at: https://searchengineland.com/create-device-specific-ppc-campaigns-264902 [Accessed 26 Aug. 2022].
  16. Oberlo. (2022). US Mobile Advertising Growth (2019–2024) [online]. Available at: https://www.oberlo.com/statistics/mobile-advertising-growth [Accessed 26 Aug. 2022].
  17. O'Dea, S. (2019). Mobile OS market share 2019 [online]. Statista. Available at: https://www.statista.com/statistics/272698/global-market-share-held-by-mobile-operating-systems-since-2009/.
  18. Official GMI Blog. (2022). YouTube statistics 2022 [Users by country + demographics] [online]. Available at: http://www.globalmediainsight.com/blog/youtube-users-statistics/#mobile [Accessed 26 Aug. 2022].
  19. PCSteps. (2017). What is the difference between E, 3G, H+, and the 4G Mobile Network? [online]. Available at: https://www.pcsteps.com/10751-mobile-internet-e-3g-h-plus-4g-mobile-network/ [Accessed 26 Aug. 2022].
  20. Saravia, A. (2020). What's the difference between internet speeds? GPRS, EDGE, 2G, 3G, 4G & 5G [online]. Ufinet. Available at: https://www.ufinet.com/whats-the-difference-between-internet-speeds [Accessed 26 Aug. 2022].
  21. SimpleTexting. (n.d.). Text Message Laws—Rules and Regulations for SMS [online]. Available at: https://simpletexting.com/in-depth-guide/sms-compliance-guide/text-message-laws-the-groups-who-make-them/.
  22. Statista. (n.d.). Topic: Mobile internet usage worldwide [online]. Available at: https://www.statista.com/topics/779/mobile-internet/#dossierKeyfigures.
  23. Telecompetito. (n.d.). Wi‐Fi vs. 5G Speed Report: Not All Wi‐Fi (or 5G) Is Created Equal [online]. Available at: https://www.telecompetitor.com/wi-fi-vs-5g-speed-report-not-all-wi-fi-or-5g-is-created-equal/.
  24. Specktor, Z.B. (2022). AppsFlyer attribution model. AppsFlyer. https://support.appsflyer.com/hc/en-us/articles/207447053-AppsFlyer-s-Attribution-Model.
  25. Statista. (n.d.a). Nigeria mobile internet user penetration 2027 [online]. Available at: http://www.statista.com/statistics/972900/internet-user-reach-nigeria/ [Accessed 26 Aug. 2022].
  26. Statista. (n.d.b). U.S. mobile internet users 2027 [online]. Available at: http://www.statista.com/statistics/275591/number-of-mobile-internet-user-in-usa/ [Accessed 26 Aug. 2022].
  27. Statista. (n.d.c). U.S. percentage of mobile traffic 2022 [online]. Available at: http://www.statista.com/statistics/683082/share-of-website-traffic-coming-from-mobile-devices-usa [Accessed 26 Aug. 2022].
  28. web.dev. (2022). Digging into the privacy sandbox [online]. Available at: https://web.dev/digging-into-the-privacy-sandbox/.

Chapter 9

  1. Dhavate, N. and Mohapatra, R. (2022). A look at proposed changes to India's (Personal) Data Protection bill [online]. Available from: https://iapp.org/news/a/a-look-at-proposed-changes-to-indias-personal-data-protection-bill/.
  2. Facebook wins judgment against alleged spammer . New York Times, October 24, 2008.
  3. Federal Communication Commission. (2021). CAN‐SPAM Act: Unwanted commercial electronic mail [online]. Available from: www.fcc.gov/general/can-spam.
  4. Government of Canada. (n.d.). Canada's anti‐spam legislation [online]. Available from: https://fightspam.gc.ca/eic/site/030.nsf/eng/home. [Accessed 26 Aug. 2022].
  5. People's Republic of China. (2007). China's consumer rights protection law (CRPL) [online]. Available from: http://www.npc.gov.cn/zgrdw/englishnpc/Law/2007-12/12/content_1383812.htm.
  6. State of California Department of Justice. (n.d.). California Consumer Privacy Act (CCPA) [online]. Available from: https://oag.ca.gov/privacy/ccpa. [Accessed 26 Aug. 2022].
  7. Virginia's Legislative Information System. (2021). HB 2307 Consumer Data Protection Act [online]. Available from: https://lis.virginia.gov/cgi-bin/legp604.exe?211+sum+HB2307.

Chapter 10

  1. Edelman. (2014). 2014 Edelman trust barometer [online]. Available at: https://www.edelman.com/trust/2014-trust-barometer.
  2. Mayson, A. (2019). OMCP Digital marketing role delineation study [online]. OMCP. Available at: https://omcp.org/omcp-digital-marketing-role-study/ [Accessed 8 Sep. 2022].
  3. McKinsey. (2015). Diversity Matters. 15–35% performance (EBIT, revenue and ROE) correlations with team gender diversity and ethnic diversity [online]. Available from: https://www.mckinsey.com/~/media/mckinsey/business%20functions/organization/our%20insights/why%20diversity%20matters/diversity%20matters.pdf.
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