My SFU course PUB 355W (Online Marketing for Publishers) explores digital promotion and marketing in the creative economy with a focus on publishers. Here's a short version of the reading list.
Week 1: The business case for social and mobile marketing
- Introduction to funnel metrics and how to measure success
- The role of social and mobile in the path to purchase.
Week 2: SEO and keyword research
- How to find your audience and understand intent
- Think with Google (2016). The Car-Buying Process: One Consumer's 900+ Digital Interactions
Week 3: Growing, engaging and leveraging community
- The need for customer retention, loyalty and advocacy vs. the one-off sale
- Altimeter Group (2013). The Evolution of Social Business: The Six Stages of Social Business Transformation
- Holt, D. (2016). Branding in the Age of Social Media. Harvard Business Review.
Week 4: Influencer Marketing
- Content marketing fundamentals
- Measuring engagement
- Metrics that matter
- Berger, J. (2013). Contagious: Why Things Catch On. Infographic.
- Cialdini, R. (1984). “Principles of Persuasion.” Influence at Work.
- Nguyen, Dao (2017). What Makes Something Go Viral, TedTalk by BuzzFeed publisher on cultural cartography.
Week 5: Content Marketing (Creation and Distribution)
- Baer, J. (2017). Think Like a TV Network.
- Samuel, A. & Reid A., 2014. “What Social Media Analytics Can’t Tell You About Your Customers.” VisionCritical.
Week 6: Social Ads, Display and PPC
- Kaushik, A. (2015) See, Think, Do, Care Winning Combo: Content+Marketing+Measurement
- Vize, R. & Sherrett M. (2018) “Social Media Marketing for B2B”, Contemporary Issues in Social Media Marketing. Routledge.
Week 7: Social Media Management
Week 8: Audit and Strategy Planning
- McKinsey. (2013) Building Capabilities in Digital Marketing and Sales.
Week 9: Marketing Automation
- Wishpond. (2016). What is marketing automation?
Week 10: Trends
- AR/VR, Big Data, Blockchain and the Internet of Things. Example lecture.
- Dawson, L. (2017). “A (Block)Chain Reaction for Publishing.” PublishersWeekly
There are additions to the weekly reading list but these are the core readings for each topic. Have a stellar article or book to recommend? Post it in the comments.
