Resources for marketing class

[DefenderOfBasic]

Looking for reading materials for a "digital marketing" class. Undergrads.

readings, videos, exercises, people, anything else that might be relevant that you could recommend

Questions:

• Should this be geared more towards "fundamentals" & theory, or more like practical (useful things but may go outdated quickly) ?
• Is there a "main" textbook or something already selected?

[DefenderOfBasic]

People

• Michael Bishop, cofounder of OpenAds (https://x.com/BishPlsOk) - https://www.openads.ai/ (he would be a wealth of information here I think, has been in the industry a long time and is trying to change the playing field towards better, transparent, more pro-consumer ads)
• ???

Resources

• How to use prediction markets for "pro social marketing". See Defender's writeup on "Attention markets"
  • I saw someone else doing this the other day, making a bet on whether they will have 100k users by the end of the year: https://manifold.markets/danftz/will-the-wordlelike-game-fermi-ques
• Reading this story called "The Best Ad I've Seen" which comes with an answer key on what parts of it are fiction and what parts are real may be a fun exercise
  • The answer key is here: Answer key a-book#9. Some of the important things I learned from writing that is that there exists databases of all ads on Google & Meta, and who they target
• This newsletter is pretty useful for getting an overview for "big things happening in the industry" - https://www.marketingdive.com/
  • Example issue: https://link.marketingdive.com/view/671a39888db313e43d01dfe0oj2bk.32wm/e4465f0b
  • They track very closely any changes in algorithms/metrics that could shift successful strategies. For example, August 18 Instagram Considers Counting Screenshots in Its Engagement Metrics
• There is now an industry for using AI personas to simulate customers, to "practice" marketing/messaging/narratives before launching them. See I Predicted The Sentiment of +26,044 Post Replies—Before They Happened—With 82.7% Accuracy
• There are now tools for seeing how your company/brand "ranks" inside an LLM's mind. This is like SEO but for trying to appear inside LLMs naturally. One example: https://app.gumshoe.ai/go
• NPR story from David Goldstein about A/B testing voters with a narrative: https://x.com/DefenderOfBasic/status/1914664108298846253 (I think he'd love to talk about this to a class. He's in NYC though)

[DefenderOfBasic]

From Tasshin

"Alterman's All-American Outreach Workbook: Fractal Tech Edition"

This workbook will guide you through the process of tapping your network for a project (in this case, Fractal Tech). It'll follow the process I've used to launch many projects with the help of others. For starters, make a copy of this doc so you can fill in the exercises.

https://docs.google.com/document/d/1G1rNEzFjT6D7qQxMo_zdtNO-ggaJp2iNp7BLU2LWihI/mobilebasic