Has technology fundamentally changed how companies court customers?
Executive Summary
Have you logged onto the Internet today? Used a mobile phone or tablet? Then you have seen digital marketing: ads that pop up on whatever website you are viewing. Not to mention placements on Google—and podcasts, electronic billboards and text messages, all vying for your attention (and business). You also likely have received invitations to play electronic games and become eligible for rewards, with—no surprise—tie-ins to products. All these channels are transforming today's advertising landscape. Since its arrival in the late 1990s, digital marketing has increasingly driven brand promotion. It's interactive and allows companies to collect user feedback immediately. These advantages mean that the growth in advertising is taking place in digital marketing. But its newness also means that businesses have to get creative to find the most effective campaigns.
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Resources
Bibliography
Books
Boyd, Danah, “It's Complicated: The Social Lives of Networked Teens,” Yale University Press, 2014. Boyd, a principal researcher at Microsoft and a fellow at Harvard's Berkman Center for Internet & Society, defends teen social media use.
Quart, Alissa, “Branded: The Buying and Selling of Teenagers,” Basic Books, 2003. Media critic slams extreme consumerism and the way corporations pursue teens and preteens.
Ryan, Damian, “The Best Digital Marketing Campaigns in the World II,” Kogan Page, 2nd ed., 2014. CEO of the Global Academy of Digital Marketing profiles 40 digital campaigns between September 2012 and September 2013, describing their approach and hard-to-obtain ROI “results” figures.
Ryan, Damian, and Calvin Jones, “Understanding Digital Marketing: Marketing Strategies for Engaing the Digital Generation,” Kogan Page, 2nd ed., 2012. Two experienced online marketers discuss in detail strategies for search, social media, mobile and more.
Articles
Davenport, Thomas H., “Lessons on Big Data Marketing,” CIO Report blog, The Wall Street Journal, May 14, 2014, http://tinyurl.com/
Davenport, Thomas H., and D. J. Patil, “Data Scientist: The Sexiest Job of the 21st Century,” Harvard Business Review, October 2012, http://tinyurl.com/
Heine, Christopher, “Walmart's Social Is Getting 10X ROI and Tens of Thousands of Daily Interactions,” Adweek, Oct. 4, 2014, http://tinyurl.com/
Hoffmann, Melissa, “A Glimpse into Marketers' Social Media Strategies: Even the Big Guys Struggle to Measure ROI,” Adweek, Sept. 16, 2014, http://tinyurl.com/
Marczynski, Joe, “Game of Thrones: Digital Marketing is Coming,” LabelMedia, June 10, 2014, http://tinyurl.com/
McCambley, Joe, “Stop Selling Ads and Do Something Useful,” Harvard Business Review blog, HBR.org, Feb. 12, 2013, http://tinyurl.com/
Petersen, Robert, “11 Studies Prove Digital Marketing ROI,” Rutgers Business School, Dec. 19, 2014, http://tinyurl.com/
Schaefer, Mark, “Content Shock: Why content marketing is not a sustainable strategy,” Grow blog, Jan. 6, 2014, http://tinyurl.com/
Stampler, Laura, “How Dove's ‘Real Beauty Sketches’ Became the Most Viral Video Ad of All Time,” Business Insider, May 22, 2013, http://tinyurl.com/
Wasserman, Todd, “This is the World's First Banner Ad,” Mashable.com, Aug. 9, 2013, http://tinyurl.com/
Woodyard, Chris, and Jane O'Donnell, “Your Car May Be Invading Your Privacy,” USA Today, March 13, 2013, http://tinyurl.com/
Wyatt, Edward, “FTC Fines Yelp and TinyCo for Violating Children's Privacy Rules,” Sept. 17, 2014, The New York Times, http://tinyurl.com/
Reports and Studies
“The Advertising Industry's Process of Voluntary Self-Regulation,” Advertising Self-Regulatory Council, Jan. 1, 2014, http://tinyurl.com/
“Children's Online Privacy Protection Rule,” Federal Trade Commission, accessed Jan. 23, 2015, http://tinyurl.com/
“.com Disclosures: How to Make Effective Disclosures in Digital Advertising,” Federal Trade Commission, March 2013, http://tinyurl.com/
“ITU releases 2014 ICT figures,” International Telecommunications Union, May 5, 2014, http://tinyurl.com/
Madden, Mary, “Public Perceptions of Privacy and Security in the Post-Snowden Era,” Pew Research Internet Project, Nov. 12, 2014, http://tinyurl.com/
McLellan, Laura, “Presentation for CMO Spend Survey 2015: Eye on the Buyer,” Gartner Inc., 2014, http://tinyurl.com/
Other Resources
“Generation Like,” PBS Frontline, Feb. 18, 2014, http://tinyurl.com/
“History of the Web,” World Wide Web Foundation, undated, accessed Jan. 23, 2015, http://tinyurl.com/
The Next Step
Marketing to Children
Chaker, Anne Marie, “Traditional Toys Add Digital Apps for Children Who Learned to Play on Tablets,” The Wall Street Journal, Sept. 2, 2014, http://tinyurl.com/
Evich, Helena Bottemiller, and Chase Purdy, “FTC not surveying junk food marketing to kids,” Politico Pro, Dec. 31, 2014, http://tinyurl.com/
Flacy, Mike, “Study: U.S. teens abandon Facebook and cling to iPhones,” Digital Trends, Oct. 7, 2014, http://tinyurl.com/
Privacy
Alton, Larry, “Will Consumers Revolt Against Pervasive Online Advertising?” Entrepreneur, Nov. 12, 2014, http://tinyurl.com/
Henschen, Doug, “SAP Helps Marketers Use Facebook Customer Data,” InformationWeek, Nov. 11, 2014, http://tinyurl.com/
Mitchell, Rick, “Consumers of Online Digital Content Need New Legal, Privacy Protections, OECD Says,” Bloomberg BNA, Oct. 27, 2014, http://tinyurl.com/
Search Marketing
Frommer, Dan, “Why Google's earnings “miss” wasn't actually that bad,” Quartz, Jan. 31, 2015, http://tinyurl.com/
Peterson, Tim, “Amazon Tops List of Google's 25 Biggest Search Advertisers,” Ad Age, Sept. 15, 2014, http://tinyurl.com/
Winkler, Rolfe, “Ads Tied to Web Searches Criticized as Deceptive,” The Wall Street Journal, Oct. 13, 2014, http://tinyurl.com/
Bond Jr., Vince, “Study: Twitter Marketing Drives $716 Million in Car Sales,” Ad Age, Oct. 28, 2014, http://tinyurl.com/
Ha, Anthony, “Twitter Expands Its Ad Retargeting To Include Data From Mobile Apps,” TechCrunch, Dec. 9, 2014, http://tinyurl.com/
Nusca, Andrew, “Why IBM and Twitter did a data analytics deal,” Fortune, Nov. 3, 2014, http://tinyurl.com/
Organizations
American Marketing Association
311 S. Wacker Drive, Chicago, IL 60606
312-542-9000
www.ama.org
Professional association for marketers and marketing academics; founded in 1937.
Commercial Alert
1600 20th St., N.W., Washington, DC 20009
202-588-1000
www.commercialalert.org
Project of the public interest group Public Citizen that aims to “keep the commercial culture within its proper sphere.”
Digital Advertising Alliance
1120 Avenue of the Americas, New York, NY 10036
212-0768-7255
www.digitaladvertisingalliance.org
Consortium of media and marketing associations that collaborates with businesses, public policy groups and public officials; advocates industry self-regulation.
Digital Analytics Association
401 Edgewater Place, Suite 600, Wakefield, MA
781-876-8933
www.digitalanalyticsassociation.org
Nonprofit association of individuals and organizations who work with data acquisition, exploration and application.
Direct Marketing Association
1100 Avenue of the Americas, New York, NY 10036
212-768-7255
http://thedma.org
Trade association and lobbyist for direct, database and interactive marketing fields.
eMarketing Association
40 Blue Ridge Drive, Charlestown, RI 02813
800-496-2950
www.emarketingassociation.com
International group of digital marketers that runs conferences and certification programs.
Internet Marketing Association
10 Mar Del Rey, San Clemente, CA 92673
949-443-9300
http://imanetwork.org
Professional organization that includes marketers, business owners, Web developers and others.
Worldwide Privacy Forum
3108 Fifth Ave., Suite B, San Diego, CA 92103
760-712-4281
www.worldprivacyforum.org
Nonprofit research group that concentrates on digital privacy, including medical privacy and the data brokerage industry.
DOI: 10.1177/2374556815573711