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Mobile marketing : how mobile technology is revolutionizing marketing, communications, and advertising / by Rowles, Daniel.(CARDINAL)405081;

Includes bibliographical references (pages 255-262) and index.Machine generated contents note: List of figures -- Foreword -- AcknowledgementsIntroductionPart One Mobile marketing in perspective01 Introduction02 Understanding the mobile consumer -- Technology for the sake of technology -- User journey and context -- Mobile and multi-channel marketing -- User journey examples -- Local intent -- Content marketing -- The stages of the user journey -- Value proposition and user journey03 Technology change and adoption -- Forty years of radical change -- Integrated devices -- Smartphone adoption -- Global variations -- Benchmarking marketing activity04 Disruption and integration -- The death of in-store retail -- Convenience, choice and transparency -- Business culture -- Single customer view -- Next step: marketing automation -- Mobile as a change enabler05 Devices, platforms and technology: why it doesn't matter -- Mobile-compatible is not mobile-optimized -- Technology challenges -- Audience segmentation -- Frictionless technology06 Mobile statistics summary -- Breakdown of regions -- Smartphone adoption levels -- Mobile broadband subscriptions -- Breakdown of mobile operating systems worldwide -- QR codes, NFC and other technologies -- Mobile social media usage by region07 The future of mobile marketing -- Exponential development -- Technology as an enabler -- The near future -- Frictionless technology -- The distant future -- A guaranteed future predictionPart Two The tactical toolkit08 Introduction09 Mobile sites and responsive design -- Start with the fundamentals -- Mobile site options -- Mobile design principles: mobile sites vs desktop sites -- Technology and jargon in perspective -- What responsive design really means -- The 3-step quick and dirty guide to a responsive website -- A user-centred approach to mobile -- Mobile sites: conclusions10 How to build an app -- Bolstering value proposition -- The app-building process -- Specification and wireframing -- Interaction and visual design -- Technical development and testing -- App store submission -- App marketing -- App maintenance -- Customer support -- Freelancers vs agencies -- Native apps vs web apps -- Platform wars -- Building an app: conclusions11 Social media and mobile -- User journey and value proposition -- Mobile social media experience -- Informing your social media approach -- Real-world integration sharing -- Policy and planning -- Outreach, engagement and ego -- Social measurement -- Social media advertising -- Mobile social media: conclusions12 Mobile search -- Defining mobile search -- Desktop vs mobile results -- Search engine optimization (SEO) -- Link building -- Mobile SEO: conclusions -- Paid search -- PPC fundamentals -- PPC considerations -- Working with PPC agencies -- Mobile SEO and PPC working together -- Mobile search: conclusions13 Mobile advertising -- Mobile advertising objectives -- App advertising -- Ad networks vs media owners -- Targeting options -- Creative options -- Mobile ad features -- Ad reporting and analytics -- Mobile advertising: conclusions14 Augmented reality (AR) and real-world integration -- Adoption levels -- Location-based services -- Location check-ins15 Quick Response (QR) codes -- QR codes in perspective -- Practical applications -- QR code adoption -- The most important thing to understand about QR codes -- Making your QR code beautiful -- Practical guide to using QR code in the real world -- The future of QR codes -- QR codes: conclusions16 Near field communication (NFC) -- The early NFC elephant in the room -- NFC adoption -- Mobile payments -- The internet of things17 Short messaging service (SMS) -- SMS is personal -- Types of SMS communications -- SMS short codes -- SMS app links -- SMS: conclusions18 Mobile analytics -- The marvels of Google Analytics -- Setting up analytics -- Core reports -- Multi-Channel Funnels -- App-specific reports -- Tracking codePart Three Mobile marketing checklists19 Introduction20 Checklists -- Mobile marketing strategy -- Mobile site development -- Building your app -- Social media and mobile -- Mobile search21 Conclusions -- References."Having become the ultimate social device, and as users drift away from TVs and computer screens, the mobile offers radical new challenges for the marketer. But how do you design and implement an effective digital strategy? And what tools can be used to measure marketing effectiveness? Starting with a review of the technology itself - both hardware and software - Mobile Marketing explains the dynamics between the key players and how these forces are shaping future developments in terms of service provision, media integration and content strategy. Supported by in-depth case studies, which illustrate the potential pitfalls and rewards of mobile marketing initiatives, Mobile Marketing shows how our new mobile lifestyle can be a rewarding environment for those businesses willing to embrace new technology and, with imagination and creativity, develop mobile marketing strategies that can win customers, boost brand awareness, raise profile and increase profits"--

Subjects: Internet advertising.; Internet marketing.; Mobile commerce.; Mobile communication systems.; Telemarketing.;

Available copies: 2 / Total copies: 2

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Creating a website / by MacDonald, Matthew,author.(CARDINAL)278735;

Includes bibliographical references and index.Chapter 13: Blogs -- Understanding blogs -- Popular blogs -- Syndication -- Blog hosting and software -- Getting started with blogger -- Creating a blog -- Creating formatted posts -- Managing a blog -- Tweaking common settings -- Configuring your blogger profile -- Giving your blog a custom domain name -- Customizing your template -- Managing comments -- Chapter 14: Making Money With Your Site -- Money-making the Web way -- Google AdSense -- Signing up for AdSense -- AdSense interface -- Creating an ad -- Placing ads in your Web pages -- Google-powered searches -- Amazon associates -- Signing up as an associate -- Generating associate links -- PayPal merchant tools -- Signing up with PayPal -- Accepting payments -- Building a shopping cart -- Withdrawing your money -- Chapter 15: JavaScript: Adding Interactivity -- Understanding JavaScript -- Server-side and client-side programming -- Scripting languages -- JavaScript 101 -- <script> element -- Variables -- Functions -- External script files -- Dynamic HTML -- HTML objects -- Events -- Image rollovers -- Collapsible text -- Interactive forms -- Scripts on the Web -- Finding a simple script -- JavaScript libraries -- Web widgets -- Chapter 16: Fancy Buttons And Menus -- Fancy buttons -- Creating your button pictures -- Making a rollover effect with CSS -- Picture-with-text buttons -- Picture-less buttons -- Fancy menus -- Do-It-yourself collapsible menus -- Third-party menus -- Chapter 17: Audio And Video -- Understanding multimedia -- Linking, embedding, and hosting -- Types of multimedia files -- Basic background music -- <embed> element -- Embedded audio options -- Flash MP3 players -- Premiumbeat player: playing a song list -- Yahoo player: playing all your links -- Flashtrak loops -- Video clips -- Preparing video -- Linking to and embedding video -- Flash video -- Video in HTML5 -- Uploading your videos to YouTube -- Signing up with YouTube -- Preparing a video -- Uploading a video -- Watching a video -- Appendix A: HTML Quick Reference -- Appendix B: Useful Websites -- Index.Chapter 6: Style Sheets -- Style sheet basics -- Three types of styles -- Anatomy of a rule -- Attaching a style sheet to a page -- Using an internal style sheet -- Using inline styles -- Cascade -- Inheritance -- More powerful selectors -- Class selectors -- id selectors -- Colors -- Specifying a color -- Finding the right color -- Text alignment and spacing -- Alignment -- Spacing -- White space -- Basic fonts -- Specifying a font -- Finding the right font -- Font sizes -- Embedded fonts -- Web formats for fonts -- Using a font kit -- Using your own fonts -- Borders -- Basic borders -- Making better borders -- Using borders with tables -- Tutorial: building a style sheet -- Creating a well-structured style sheet -- Saving work with the <div> element -- Saving work with contextual selectors -- Chapter 7: Adding Graphics -- Understanding images -- <img> element -- Alternate text -- Picture size -- File formats for graphics -- Putting pictures on colored backgrounds -- Images and styles -- Inline images in text -- Borders -- Wrapping text around an image -- Adding captions -- Background images -- Techniques with graphics -- Graphical text -- Backgrounds for other elements -- Graphical bullets in a list -- Finding free art -- Chapter 8: Linking Pages -- Understanding the anchor -- Internal and external links -- Relative links and folders -- Changing link colors and underlining -- Mailto links -- Image links and image maps -- Adding bookmarks -- When good links go bad -- Site management -- Link checkers -- Using redirects -- Chapter 9: Page Layout -- Challenge of screen space -- Style-based layout -- Structuring pages with the <div>element -- Floating boxes -- Fixed boxes -- Creating a layout with multiple columns -- Building a fixed-width layout -- Creating a resizable layout -- Maximum width: the safety net -- Stretching column height -- Super-flexible sites: the Zen of Web design -- Few more layout techniques -- Layering -- Combining absolute and relative positioning -- Sizing tables -- Chapter 10: Multipart Pages -- Understanding multipart pages -- Server-side includes -- Page templates -- Understanding page templates -- Creating a new page template -- Anatomy of a page template -- Using a page template -- Chapter 11: Introducing Your Site To The World -- Your Website promotion plan -- Making your site search-engine friendly -- Choose meaningful page titles -- Include a page description -- Supply alternate text for all your images -- Use descriptive link text -- Don't try to cheat -- Registering with directories -- Open directory project -- Yahoo directory -- Registering with search engines -- Rising up in the search rankings -- Hiding from search engines -- Google Webmaster tools -- Tracking visitors -- Understanding Google analytics -- Signing up for Google analytics -- Examining your Web traffic -- Chapter 12: Website Promotion -- Spreading the word -- Shameless self-promotion -- Google places -- Google adwords -- Return visitors -- Transforming a site into a community -- Fostering a Web community -- Website community tools -- Email newsletters -- Twitter -- Groups -- Facebook --Missing credits -- Introduction -- Chapter 1: Preparing For The Web -- Introducing the World Wide Web -- Web browsers -- Web servers -- Planning a Website -- Types of sites -- Lifespan of your site -- Practice good design -- Ingredients of a Website -- Chapter 2: Creating Your First Page -- Introducing HTML: The Language of the Web -- Cracking open an HTML file -- Seeing the HTML of a live Web page -- Creating an HTML file -- HTML, XHTML, and HTML5 -- HTML tags -- What's in a tag -- Understanding elements -- Nesting elements -- HTML document -- Document type definition -- Basic skeleton -- Adding content -- Structuring text -- Where are all the pictures? -- 10 most important elements (and a few more) -- Checking your pages for errors -- Chapter 3: Putting Your Page On The Web -- How Web hosting works -- Understanding the URL -- How browsers analyze a URL -- Domain names -- Choosing the right domain name -- Searching for a name -- Registering your name -- Free domain names -- Getting Web space -- Assessing your needs -- Choosing your host -- Free Web hosts -- Transferring files -- FTP -- Browser-based uploading -- Chapter 4: Power Tools -- Choosing your tools -- Types of Web page editors -- Finding a free Web page editor -- Professional HTML editors -- Working with your HTML editor -- Starting out -- Multiple views -- Creating a Web page in code view -- Creating a Web page in WYSIWYG view -- Managing a Website -- Defining a site in Expression Web -- Uploading a site in Expression Web -- Defining a site in Dreamweaver -- Uploading a site in Dreamweaver -- Chapter 5: Text Elements -- Understanding text and the Web -- Logical structure vs physical formatting -- CSS (cascading style sheets) -- HTML elements for basic text -- Paragraphs -- Line breaks -- Headings -- Horizontal lines -- Preformatted text -- Quotes -- Divisions and spans -- HTML elements for lists -- Ordered lists -- Unordered lists -- Definition lists -- Nesting lists -- HTML elements for tables -- Basic table -- Cell spans -- Inline formatting -- Text formatting: italics and bold -- Few more formatting elements -- Special characters -- Non-English languages --Overview: Think you need an army of skilled programmers to build a website? Think again. With nothing more than an ordinary PC, some raw ambition, and this book, you'll learn how to create and maintain a professional-looking, visitor-friendly site. This Missing Manual gives you all the tools, techniques, and expert advice you need. Plan your site: create web pages by learning the basics of HTML and HTML5; Control page design with CSS: format text, images, links, tables, and other elements; Attract visitors: ensure that people can find your site through popular search engines; Build a community: add forums, fresh content, and a feedback form to encourage repeat visits; Get smart: use free tools to identify your site's strengths and weaknesses; Create your own blog: post your musings with a free blog-hosting service; Bring in cash: host Google ads, sell Amazon's wares, or push your own products; Add pizzazz: include audio, video, interactive menus, and more.

Subjects: Web sites;

Available copies: 2 / Total copies: 3

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Hands on with Google Data Studio : a data citizen's survival guide / by Hurst, Lee,(Computer software developer)author.;

Learn how to easily transform your data into engaging, interactive visual reports! Data is no longer the sole domain of tech professionals and scientists. Whether in our personal, business, or community lives, data is rapidly increasing in both importance and sheer volume. The ability to visualize all kinds of data is now within reach for anyone with a computer and an internet connection. Google Data Studio, quickly becoming the most popular free tool in data visualization, offers users a flexible, powerful way to transform private and public data into interactive knowledge that can be easily shared and understood. Hands On With Google Data Studio teaches you how to visualize your data today and produce professional quality results quickly and easily. No previous experience is required to get started right away all you need is this guide, a Gmail account, and a little curiosity to access and visualize data just like large businesses and organizations. Clear, step-by-step instructions help you identify business trends, turn budget data into a report, assess how your websites or business listings are performing, analyze public data, and much more. Practical examples and expert tips are found throughout the text to help you fully understand and apply your new knowledge to a wide array of real-world scenarios. This engaging, reader-friendly guide will enable you to: *Use Google Data Studio to access various types of data, from your own personal data to public sources *Build your first data set, navigate the Data Studio interface, customize reports, and share your work *Learn the fundamentals of data visualization, personal data accessibility, and open data API's *Harness the power of publicly accessible data services including Google s recently released Data Set Search *Add banners, logos, custom graphics, and color palettes. Hands On With Google Data Studio: A Data Citizens Survival Guide is a must-have resource for anyone starting their data visualization journey, from individuals, consultants, and small business owners to large business and organization managers and leaders.

Subjects: Visual analytics; Information visualization.; Information display systems.;

Available copies: 1 / Total copies: 1

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Search marketing : a strategic approach to SEO and SEM / by Cutler, Kelly,Author(DLC)n 2024013918;

"Search Marketing offers insights into high-level strategy and the in-depth application of search. Designed to help marketers and business leaders get more from this essential digital marketing tactic, the book dives into what marketers can do today to help their companies take a more controlled and strategic approach to SEO and SEM. The book dives into strategies for driving qualified traffic, measuring the success and functionality of SEO, SEM campaigns and advanced techniques for campaign optimization. Readers will walk away knowing how to take a more informed approach to the business they bring from sites like Google and Bing, while gaining the insight necessary to effectively oversee and manage SEO, SEM and web analytics on a strategic level"--.

Subjects: Search engines.; Web sites; Web site development.;

Available copies: 1 / Total copies: 1

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Data cartels : the companies that control and monopolize our information / by Lamdan, Sarah,author.(CARDINAL)861301;

Includes bibliographical references (pages 145-195) and index.The data cartels : an overview -- Data brokering -- Academic research -- Legal information -- Financial information -- News -- Conclusion: Envisioning public information as a public good."In our digital world, data is power, and information hoarders reign supreme. The practices of these digital pillagers are analogous to those of cartels--they use intimidation, aggression, and force to maintain control and power. Sarah Lamdan brings us into the unregulated underworld of the "data cartels," demonstrating how the entities mining, hoarding, commodifying, and selling our data and informational resources perpetuate social inequalities and threaten the democratic sharing of knowledge. The companies at the center of this book are not household names like Google. They fly under the radar and self-identify as "data analytics" or "business solutions" operations. These companies supply the digital lifeblood that flow through the circulatory system of the internet. With their control over data, they can prevent the free flow of information to places where it is needed, and simultaneously distribute private information to predatory entities. Just a few companies dominate most of our critical informational resources, from scientific research and financial data to the law. They are also data brokers, selling our personal data to law enforcement and other government agencies that determine whether we should be eligible for social services, and they sell "risk" products that insurance companies, employers, landlords, and healthcare systems use to make decisions. Alarmingly, everything they're doing is perfectly legal. Ranging from small information firms to billion-dollar data giants like Thomson Reuters and RELX Group, these companies masterfully exploit outdated information and privacy laws, curating online information in a way that amplifies digital racism and targets marginalized communities. In this book, Lamdan contends that privatization and tech exceptionalism have prevented us from creating effective legal regulation. Lack of legal intervention has allowed oversized information oligopolies to coalesce. In addition to specific legal and market-based solutions, Lamdan calls for treating information like a public good and creating digital infrastructure that supports our democratic ideals"--

Subjects: Information services industry; Information services industry; Cartels; Antitrust law; Data protection; Freedom of information;

Available copies: 1 / Total copies: 1

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The digital economy : rethinking promise and peril in the age of networked intelligence / by Tapscott, Don,1947-(CARDINAL)725692;

""Twenty years of hindsight prove how deeply Tapscott understood the impact the Internet would have on the way we live, work, play and learn. This important book, now updated, is just as relevant today as it was then." John Chambers, Chairman and CEO, CiscoWith a new foreword by Eric Schmidt, Chief Executive of GoogleTwo decades ago, The Digital Economy changed the way the world thought about the Web and Internet. While everyone else was in awe of "websites" and "dot coms," Don Tapscott was among the first people to argue that the Internet would fully transform the nature of business and government. It goes without saying that his predictions were spot on. Now, in this new edition of his classic work, the New York Times bestselling author provides topical updates with a sweeping new analysis of how the Internet has changed business and society in the last 20 years, covering: Natural frictions between present-day Industrial Capitalism and the Digital Economy The radical effects of the Internet on traditional corporate structures and systems Dramatic changes in business collaboration and culture thanks to social media The rise of web-based analytics and how they have transformed business functions Government transparency, citizen empowerment, and the creation of public value Teaching and learning--revolutionary developments driven by digital content When Tapscott was writing the original edition in 1994, he was living in a world where Netscape had been just introduced as go-to browser, websites didn't do transactions, dial-up was the only way to get online, and mobile phones sightings were rare. Google, YouTube, eBay, Facebook, Twitter? They didn't exist. Preserving all the original text as it appeared 20 years ago, this new edition includes detailed essays ending each chapter--Tapscott's highly informed reflections on his predictions, along with new forecasts of where the digital world is headed. Praise for the new edition of The Digital Economy"1994 wasIncludes bibliographical references (pages 403-405) and index.a good year. Netscape Navigator and The Digital Economy. With this anniversary edition, Tapscott provides lucid insights for the next stage of these amazing times." Marc Andreessen, Co-founder and General Partner, Andreessen Horowitz"Brilliant. Governments can learn from The Digital Economy how to democratize access to prosperity, minimize social and economic divides and transform government and democracy for the 21st Century." Enrique Peña Nieto, President of Mexico "We're now into three decades of terrific insights and analysis from Don Tapscott about the digital revolution! Read this book!" Ajay Banga, President and CEO, Mastercard"In this fascinating reflection of predictions and trends from the past 20 years, Don Tapscott continues to provide valuable insights into the opportunities and challenges for business, government, and wider society in our increasingly digital and connected world." Indra K. Nooyi, Chairman and CEO, PepsiCo"20 years ago Don Tapscott showed again that he had his finger on the pulse of the digital world. His new perspective, insights, and analysis should be required reading for everyone from students to CEOs." Bill McDermott, CEO, SAP"The Digital Economy was a pioneering work--a watershed. The 20th Anniversary Edition has unsettling reflections on the past and profound insights for our collective future." Georg Kell, Executive Director, UN Global Compact"Given Don's foresight over the last 20 years, businesses who do not carefully monitor the trends he outlines about the next few years will do so at their own peril." Paul Polman, CEO, Unilever"--

Subjects: Information technology.; Electronic commerce.;

Available copies: 1 / Total copies: 1

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Media, journalism, and "fake news" : a reference handbook / by Damico, Amy M.,author.;

"This volume summarizes the evolution of news and information in the United States as it has been shaped by technology (penny press, radio, TV, cable, the internet) and form development (investigative journalism, tabloid TV, talk radio, social media)"--Includes bibliographical references and index.1. Background and History. Introduction: What is news? ; The development of the press and the American Revolution ; Changes in news reporting ; Shaping public opinion ; The establishment of professional journalism ; Investigative journalism ; Newsmagazines ; Radio news broadcasting ; Network television news programming ; Public broadcasting ; Talk radio ; Cable television and 24-hour news networks ; News satire and "fake news" television shows ; Tabloid television news ; Media consolidation ; Digital news and information ; News goes online ; Shifts in news producers and audiences ; Conclusion -- 2. Problems, controversies, and solutions. Introduction ; Economic challenges in the news industry ; News and audiences ; Challenges to reliable information : a contemporary exploration of terms ; Digital technologies and news and information ; Solutions ; Conclusion -- 3. Perspectives. Introduction ; The 1970s newsrooms balanced past and future / Dennis Lein ; From anonymous sources to analytics and embedded tweets : the evolution of news sourcing in modern journalism / Sean R. Sadri ; Unlocking the keys to the brave "news" world : news literacy as the world's most important resource / Julie Frechette ; Fake news is old news : the blurry boundaries between journalism and public relations / Lori Bindig Yousman ; Western news media coverage of Muslims and Arabs : from 9/11 to the Trump era / Nahed Eltantawy ; A plea for print / Erica Drzewiecki ; Searching for the source : bots, misinformation, and you / Randall Livingstone ; Is television news satire the problem or the solution? / Bill Yousman ; Alive Day / Kate Felsen -- 4. Profiles. Introduction ; People: Joseph Pulitzer (1847-1911), Ida Tarbell (1857-1944), Adolph Ochs (1858-1935), William Randolph Hearst (1863-1951), Rheta Childe Dorr (1866-1948), Henry Luce (1868-1967), Dorothy Thompson (1893-1961), Margaret Bourke-White (1904-1971), Edward R. Murrow (1908-1965), Walter Cronkite (1916-2009), John H. Johnson (1918-2005), Helen Thomas (1920-2013), Barbara Walters (1931- ), Carole Simpson (1940- ), Robert (Bob) Woodward (1943- ), Arianna Huffington (1950- ), Oprah Winfrey (1954- ), Amy Goodman (1957- ), Christiane Amanpour (1958- ), Jorge Ramos (1958- ), Ira Glass (1959- ), Nonny de la Peña, Jodi Rave-Spotted Bear (1964- ), Soledad O'Brien (1966- ), Lisa Ling (1973- ), Ezra Klein (1984- ) ; Organizations: CNN (Cable News Network) (1980- ), USA Today (1982- ), The Daily Show (1996- ), Fox News/The Fox News Channel (1996- ), Google news (2002- ), Facebook (2004- ), Twitter (2006- ), Breitbart News Network (2007- ) -- 5. Data and documents. Introduction ; Ways consumers access news ; News deserts ; Perceptions of news media ; Research on unreliable information ; Media ownership rules ; Considering unreliable information ; Current discussions of news and information ; Addressing "deepfake" videos ; Organizational initiatives -- 6. Resources. Introduction ; Books and articles/Historical resources ; Books and articles/Contemporary history and topics ; Research organizations and nonprofits ; Relevant scholarly journals ; Additional Web resources, videos, and podcasts ; Tools and organizations that help people develop skills to critically assess information ; Popular "legacy" news media ; Common news agencies in the United States -- 7. Chronology.

Subjects: Journalism; Journalism; Broadcast journalism;

Available copies: 1 / Total copies: 1

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