Dodson, Ian. The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns. 1st ed., Wiley, 2016.
This book, written by Ian Dodson, the Director and Co-Founder of the DMI (Digital Marketing Institute), is a guideline that provides the methodology for a successful digital marketing. In this book, Ian Dodson stresses the importance of the customer and points out that the key to an effective campaign is to understand what the consumers want, need, and prefer; it is more important to find out and provide the customers with what they want, rather than to teach them how to think. I found this book useful because of its content regarding the mentality of customers, which helps me in analyzing what the customers demand from a marketing campaign. Therefore, I can relate the content from this book to the success of digital ads marketing on Facebook and Google, and find out why these two leading digital media platforms occupy a large proportion of the market which leads to the diminishing returns of revenue for smaller and starter social media companies.
Chi, Hsu-Hsien. “Interactive Digital Advertising vs. Virtual Brand Community.” Journal of Interactive Advertising, vol. 12, no. 1, 1 July 2011, pp. 44–61., doi:10.1080/15252019.2011.10722190.
This article focuses on the study of users’ motivation to use social networking sites and their responses to online marketing. A survey was conducted in Taiwan to analyze the user’s behavior to social media marketing on Facebook. I think this article is also a reference to the popularity of digital marketing on a big social media platform. It helps to understand why Facebook is more favored for delivering ads than smaller social media platforms.
Campbell, Colin, et al. “Advertisements Just Arent Advertisements Anymore.” Journal of Advertising Research, vol. 54, no. 1, 2014, pp. 7–10., doi:10.2501/jar-54-1-007-010.
This article includes the insights from three researchers and thought leaders for their views on internet advertising, social media, and consumer engagement. It contains a variety of information regarding the advertising industry as well as a bunch of research and analysis. This article provides the information from an expert’s perspective and allows me to understand my research topic with more standardized words.
Lieb, Rebecca, et al. Defining and Mapping the Native Advertising Landscape. Altimeter Group.
This is a report on the so-called “native advertising.” Native advertising refers to a type of online advertising. It usually comes with either an article or video, produced by an advertiser and is used to promote certain products. However, it matches the form and style of the platform’s editorial staff. This report provides me with information about the definition of native marketing, the pros and cons of it, and examples of native advertising from a variety of companies.
Pickard, Victor. “Media Failures in the Age of Trump.” The Political Economy of Communication, vol. 4, no. 2, 2016, pp. 118–122.
This article analyzes what character social media plays in politics. The author starts by pointing out how Trump’s election exposed the problem of social media. He also mentioned some shortcomings that lead to arguments over social media. This article helps me think about drawbacks of large and small social media platform in a critical way.
D&B Hoovers – Sales leads, Company Profiles, Business …1990, http://www.hoovers.com.
Hoovers is a website founded by Gary Hoover and Patrick Spain for business research. It provides information of companies and industries’ product and financial data. I am able to search for different companies’ financial reports and track their revenues to compare their growth.