Supplementary teaching materials used in digital marketing classes
|Lean Startup||Innovation and Marketing||B1|
Lean startup is a methodology for developing businesses and products that aims to shorten product development cycles and rapidly discover if a proposed business model is viable.
|What is a Brand?||Innovation and Marketing||B2|
Exploring what “brand” really means. (Trigger Communications)
|Pyramid Principle for Consultants||Innovation and Marketing||B4|
Learn how the Pyramid Principle helps consultants develop coherent storylines and build beautiful slides. (The Analyst Academy)
|17 Types of Marketing Message||Innovation and Marketing||B3|
A marketing message is any media or communication that is designed to influence customers. They are often used to generate demand, build brand awareness and sell.
|How Search Works||Search Engine||C1|
The life span of a Google query is less then 1/2 second, and involves quite a few steps before you see the most relevant results. Here’s how it all works.
|Manitobah Mukluks||Search Engine||C2|
How Manitobah Mukluks uses Adwords to market their products.
|How Addictive is the Social Network?||Social Media||D1|
According to some health specialists consulted by Fox News, the excessive use of social media, and to an extent Facebook as its biggest player, may wind up having a similar short-term impact as using opioids and cocaine.
|Facebook News Feed||Social Media||D2|
Facebook News Feed, first introduced in 2006, highlight information that includes profile changes, upcoming events, and birthdays, among other updates. Using a proprietary method, Facebook selects a handful of updates to show users every time they visit their feed, out of an average of a few thousand updates they can potentially receive.
|How Facebook Rank Posts||Social Media||D3|
Your News Feed is made up of stories from your friends, Pages you’ve chosen to follow and groups you’ve joined. Ranking is the process we use to organize all of those stories so that you can see the most relevant content at the top, every time you open Facebook.
|Social Media in South East Asia||Social Media||D4|
ASEANFocus, ISEAS-Yusof Ishak Institute, Oct 2018
|Missouri Star Quilt Company||Content Marketing||E1|
Missouri Star Quilt Co. used YouTube Advertising to grow their business and to help their community grow. This is also a good case study on storytelling techniques and content marketing.
|What Makes a Hero?||Content Marketing||E2|
What trials unite not only Harry Potter or Frodo Baggins but many of literature’s most interesting heroes? And what do ordinary people have in common with these literary heroes? Matthew Winkler takes us step-by-step through the crucial events that make or break a hero.
|Destiny – Krungsri Auto||Content Marketing||E3|
Krungsri Auto commercial. Agency : Y&R Thailand
|I’ve Never Believed in Soulmates – Krungsri Auto||Content Marketing||E4|
I’ve never believed in soulmates – Krungsri Auto commercial.
|Chinese Women Are Getting Rich By Live-streaming Their Days||Influencer Marketing||F1|
In China, young women like 23-year-old Huan Huan can earn up to $20,000 a month livestreaming themselves just doing regular things. That’s about 30 times more than the average college graduate makes at their first job.
|The Evolution of Online Display Advertising (2012)||Display Advertising||G1|
An IAB UK video to explain the evolution of display trading in 2012. The display ecosystem has developed from direct buying and selling into an increasingly complex environment with data now powering real time bidding and selling.
|Guide to Digital Display Advertising (2017)||Display Advertising||G2|
An IAB UK video to explain the evolution of display trading in 2017. The display ecosystem has developed from direct buying and selling into an increasingly complex environment with data now powering real time bidding and selling.
|How an Ad is Served with Real Time Bidding (RTB)||Display Advertising||G3|
Learn the back-end process of how a targeted ad is served to you from your computer, through the multifaceted pipeline of the digital advertising ecosystem.
|United Airlines Passenger Removal Video||Public Relations||H1|
United Airlines apparently overbooked and this is how they removed someone from the plane.
|Handling a Social Media Crisis: Domino’s||Public Relations||H2|
A timeless example of how best to handle a Social Media Crisis.
|Domino’s Crisis through the Lens of Image Repair Theory||Public Relations||H3|
Analysis of Domino’s Pizza YouTube Video Crisis Through the Lens of Image Repair Theory
|Customer Lifetime Value vs Customer Acquisition Cost||Customer Lifetime Value||J1|
Lifetime Customer Value CLV and Customer Acquisition Cost CAC
|Interview with Wang Lei 王雷 卖鱼哥 独家专访||Influencer Marketing||F2|
大家都知道现在最火热的网卖达人 – 卖鱼哥。想知道王雷-卖鱼哥，怎么在脸书直播变得怎么火红，幕后又发生了些什么事，他怎么在疫情里走出自己的路，在新加坡阻断措施时把危机转成商机吗？
|Toy Story Trailer||Content Marketing||E6|
A cowboy doll is profoundly threatened and jealous when a new spaceman figure supplants him as top toy in a boy’s room.
|Toy Story Final Scene||Content Marketing||E7|
The ending of Toy Store 1
|The State of Influencer Marketing 2019 : Benchmark Report||Influencer Marketing||F3|
Influencer marketing has continued to grow as an industry over the last few years. … Growth continued to $4.6 billion in 2018 and is expected to continue its upward trajectory this year to potentially become a $6.5 billion industry.
|3 Key Case Studies for Successful Digital Transformation||Digital Landcape||A1|
Netflix, Adobe, Fujifilm
|Pinduoduo: Empowering Farmers with an E-Commerce Platform||Digital Landcape||A2|
The start-up’s meteoric rise and its agile response to Covid-19
|Digitisation, Digitalisation, Digital Transformation||Digital Landcape||A3|
Lim Swee Say explains what ᴅɪɢɪᴛᴀʟ ᴛʀᴀɴꜱꜰᴏʀᴍᴀᴛɪᴏɴ is and how to do it right.