Mary Meeker's 2017 Internet Report Has a Slide for Just About any Digital Subject
This Page Contains Recent Links Related to a Specific Piece of Content in the Chapter
Section 1-2b MIT/Deloitte study of digital maturity with several brief case histories
Section 1-4 Latest stats on internet usage around the world
Section 1-5 5 Deadly Sins of Digital Transformation
How to make digital transformation work with 1:30 video
Chapter 3 - Business Models
Section 3-3 Amazon Strategy Teardown (more than you ever wanted to know but starts with a good executive summary)
How GE Avoided Kodak's Fate
10 minute conversation with a machine sheds light on Imelt quotes. Video is 10 minutes long but playing only first 2/3 minutes gets point across including predictive value of AI
Section 3-5b What makes a platform work. Best part is in section Pay attention to incentives, paragraph that starts "Platforms are nothing more than a trusted contract.. . ." and the 3 items that follow.
Finding the Platform in Your Product for pre-internet companies
Interesting read on platforms and ecosystems
Section 3-6a Washington Post technology benefits
Washington Post business model--and revenue stream--changing
Section 3-6b What Bitcoin is and Why it Matters See videos page for link to accompanying video about blockchain
Chapter 4 - The Direct Marketing and Database Foundations
Sections 4-5 and 6 Replacing A/B split tests with an AI algorithm
Chapter 5 - Social Media Marketing
Section 5-3b - Taco Bell's use of Instragram (see section on visual learning/memory)
Chapter 6 - Experiencing the Digital Customer Journey
Section 6-1c Interesting changes in brand value 2017
Section 6-1d Customers willing to pay more for good experience Link to report
Section 6-2c Creating Facebook dynamic product ads with link to full report
Section 6-3 Several reports on what makes good customer experience with a good graphic
Chapter 7 - Display and Mobile Advertising for Customer Acquisition
Section 7-2 Infographic summary of Adobe 2017 advertising report
Section 7-2a Growth of internet and traditional channels
Pew Digital News Fact Sheet with good charts on digital advertising
Section 7- 2b Google's Smart Display Ads
Chapter 8 - Content Marketing
Section 8-1 Hubspot's Facebook video experiments
Section 8-4 Valuing an audience
Section 8-4d Responding to negative comments
Chapter 9 - Email Marketing to Build Consumer and Business Relationships
Section 9-3a Research on email subject lines
Section 9-4 Post from an agency executive on personalization at scale
Chapter 10 - Search Engine Marketing
Section 10-6 The post on voice search describes the Google Answer Box. Here's a related post on how Google's Features Snippets are siphoning off organic traffic.
Section 10-6d Excellent summary of Google algorithm revisions since 2011
Section 10-6e An explanation of the Google Rank Brain algorithm
Chapter 11 - Paid Search and Social Advertising
Section 11-1 New data on mobile and paid search and social
Section 11-3b Keyword research with example
Section 11-6 Split testing Facebook ads Could also be used as an example of testing, Section 4-5
Chapter 12 - Mobile Marketing
Section 12-2 L'Oreal's Digital Transformation
L'Oreal tries 6-second bumper ads
L'Oreal's new CMO has an interesting perspective
Section 12-3c Another Mountain Dew campaign
Section 12-3e More examples of geofencing
Section 12-4 Progressive apps
Section 12-6 Levis jeans jacket goes on sale w. video
Chapter 13 - Demand Generation and Conversion in B2B Markets
Section 13.5 Download link for D&B 2018 B2B study
Chapter 14 -Customer Relationship Development and Retention Marketing
Figure 14.1 The study quoted has never been replicated, so we keep using the old data. Here, finally, is a chart that is a worthy replacement with more data about customer retention.
Section 14-3c National Geographic on Instagram
Chapter 15 - Developing and Maintaining Effective Online and Mobile Websites
Section 15-6a Why Pinterest Forces You Off Its Mobile Site and Into Its App
Chapter 16 - Customer Service and Support in the Digital Era
Section 16-8 Power of AI in Customer Service
Using chatbots in customer service and more
Chapter 17 - Social and Regulatory Issues
Things marketers need to know about the EU General Data Protection Regulation (see post 10/29/17)
Section 17-2b - A major example of spoofing
Summary of cybersecurity in 2017 has great infographic of hacks
Chapter 18
How Google Tag Manager works
Section 18-1 Effectiveness of selected channels from DMA
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