List of Figures

Chapter 1

Figure 1.1 The Evolution of WOM Theory

Chapter 2

Figure 2.1 Persona

Figure 2.2 Types of Segmentation / From University of Minnesota’s Principles of Marketing / Text Description

Figure 2.3 RV Betty / Credit: BBH Singapore (@bbh_singapore) / Text Description

Figure 2.4 Consumer Journey: The Funnel Model

Figure 2.5 Consumer Journey: The Circular Model

Figure 2.6 ZMOT

Figure 2.7 Four Types of ZMOT

Figure 2.8 Journey Mapping / Adapted from nngroup.com

Chapter 3

Figure 3.1 Paid vs Organic Search

Figure 3.2 Top Ranking Factors

Figure 3.3 How Meta Tags Are Displayed on Google SERPs

Figure 3.4 Cross-Linking Example

Figure 3.5 Top On-Page Factors

Figure 3.6 Types of Search

Figure 3.7 Journey and Searches

Chapter 4

Figure 4.1 Objective / Goal / KPI

Figure 4.2 KPIs Example / Text Description

Figure 4.3 AARRR / Text Description

Figure 4.4 RACE Ojbectives / Text Description

Figure 4.5 Journey and Searches

Figure 4.6 Conversion Path

Figure 4.7 Conversion Path – 1st Example

Figure 4.8 Conversion Path – 2nd Example / Text Description

Figure 4.9 RACE / Text Description

Chapter 5

Figure 5.1 Examples of a Clickthrough Landing Page – Fit for Life

Figure 5.2 Examples of a Clickthrough Landing Page – Spotify

Figure 5.3 Examples of a Lead Generation Landing Page – Fit for Life

Figure 5.4 Examples of a Lead Generation Landing Page – Uber

Figure 5.5 Shopify Ad

Figure 5.6 Shopify Homepage

Figure 5.7 AR Conversion

Figure 5.8 Shopify Landing Page

Figure 5.9 Landing Page – Attention Ratio

Figure 5.10 Basic Elements of a Landing Page – Shopify Example

Figure 5.11 Banner Ad

Figure 5.12 Interstitial

Figure 5.13 Pop-Up Ad

Figure 5.14 Floating Ad

Figure 5.15 Wallpaper

Figure 5.16 Map

Figure 5.17 Native

Figure 5.18 Longtail Keywords and Conversion Rate / Text Description

Figure 5.19 Facebook Ad Objectives / Text Description

Figure 5.20 Affiliate Marketing Example

Chapter 6

Figure 6.1 Content Marketing

Figure 6.2 Exemplar and Prototype

Figure 6.3 Gated Content Example

Figure 6.4 Ungated Content to Gated Content

Figure 6.5 Topics

Figure 6.6 Funnel

Figure 6.7 Pillar Page Example

Figure 6.8 Traditional Approach

Figure 6.9 Pillar Approach

Figure 6.10 Pillar Page and Gated Content

Figure 6.11 Pillar Page and Gated Content

Figure 6.12 Pillar Strategy

Figure 6.13 Content Calendar / Text Description

Chapter 7

Figure 7.1 Lead Generation Facebook

Figure 7.2 Marketo Form Fields

Figure 7.3Scroll-Down Pop-Up Opt-In on Zoella.co.uk

Figure 7.4 Bottom of Content Opt-In on fastcompany.com

Figure 7.5 Double Opt-In on Instagram – Part 1

Figure 7.6 Double Opt-In on Instagram – Part 2

Figure 7.7 Double Opt-In on Instagram – Part 3

Figure 7.8 Drip Email Sequence Example

Figure 7.9 Drip Sequence

Figure 7.10 Email Automation / Text Description

Chapter 8

Figure 8.1 Conversion Rate

Figure 8.2 Funnel / Text Description

Figure 8.3 Google’s Conversion Funnel Example

Figure 8.4 A/B Test

Figure 8.5 A/B Differences

Figure 8.6 Attention Ratio Works

Figure 8.7 Encapsulation Example

Figure 8.8 Encapsulation

Figure 8.9 Color Contrast

Figure 8.10 Directional Cues

Figure 8.11 Reading Flow

Figure 8.12 White Space

Figure 8.13 Information Hierarchy

Figure 8.14 Continuity

Figure 8.15 Message Match Failure

Figure 8.16 Message Match Success
Figure 8.17 Design Match Failure

Figure 8.18 Design Match Success

Figure 8.19 Congruence Example

Figure 8.20 Landing Page Evaluation / Text Version

Figure 8.21 Retargeting

Figure 8.22 Retargeting Example

Chapter 9

Figure 9.1 Net Promoter Score

Figure 9.2 Value Chain / Text Description