{"id":289,"date":"2021-08-21T13:06:06","date_gmt":"2021-08-21T17:06:06","guid":{"rendered":"https:\/\/opentextbooks.concordia.ca\/digitalmarketingdraft\/front-matter\/figure-list\/"},"modified":"2023-01-28T11:13:06","modified_gmt":"2023-01-28T16:13:06","slug":"figure-list","status":"publish","type":"front-matter","link":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/front-matter\/figure-list\/","title":{"raw":"List of Figures","rendered":"List of Figures"},"content":{"raw":"

Chapter 1<\/h2>\r\nFigure 1.1<\/a> The Evolution of WOM Theory\r\n

Chapter 2<\/h2>\r\nFigure 2.1<\/a> Persona\r\n\r\nFigure 2.2<\/a> Types of Segmentation \/ From University of Minnesota\u2019s Principles of Marketing<\/a> \/ Text Description<\/a>\r\n\r\nFigure 2.3<\/a> RV Betty \/ Credit: BBH Singapore (@bbh_singapore) \/ Text Description<\/a>\r\n\r\nFigure 2.4<\/a> Consumer Journey: The Funnel Model\r\n\r\nFigure 2.5<\/a> Consumer Journey: The Circular Model\r\n\r\nFigure 2.6<\/a> ZMOT\r\n\r\nFigure 2.7<\/a> Four Types of ZMOT\r\n\r\nFigure 2.8<\/a> Journey Mapping \/ Adapted from nngroup.com<\/a>\r\n

Chapter 3<\/h2>\r\nFigure 3.1<\/a> Paid vs Organic Search\r\n\r\nFigure 3.2<\/a> Top Ranking Factors\r\n\r\nFigure 3.3<\/a> How Meta Tags Are Displayed on Google SERPs\r\n\r\nFigure 3.4<\/a> Cross-Linking Example\r\n\r\nFigure 3.5<\/a> Top On-Page Factors\r\n\r\nFigure 3.6<\/a> Types of Search\r\n\r\nFigure 3.7<\/a> Journey and Searches\r\n

Chapter 4<\/h2>\r\nFigure 4.1<\/a> Objective \/ Goal \/ KPI\r\n\r\nFigure 4.2<\/a> KPIs Example \/ Text Description<\/a>\r\n\r\nFigure 4.3<\/a> AARRR \/ Text Description<\/a>\r\n\r\nFigure 4.4<\/a> RACE Ojbectives \/ Text Description<\/a>\r\n\r\nFigure 4.5<\/a> Journey and Searches\r\n\r\nFigure 4.6<\/a> Conversion Path\r\n\r\nFigure 4.7<\/a> Conversion Path - 1st Example\r\n\r\nFigure 4.8<\/a> Conversion Path - 2nd Example \/ Text Description<\/a>\r\n\r\nFigure 4.9<\/a> RACE \/ Text Description<\/a>\r\n

Chapter 5<\/h2>\r\nFigure 5.1<\/a> Examples of a Clickthrough Landing Page - Fit for Life\r\n\r\nFigure 5.2<\/a> Examples of a Clickthrough Landing Page - Spotify\r\n\r\nFigure 5.3<\/a> Examples of a Lead Generation Landing Page - Fit for Life\r\n\r\nFigure 5.4<\/a> Examples of a Lead Generation Landing Page - Uber\r\n\r\nFigure 5.5<\/a> Shopify Ad\r\n\r\nFigure 5.6<\/a> Shopify Homepage\r\n\r\nFigure 5.7<\/a> AR Conversion\r\n\r\nFigure 5.8<\/a> Shopify Landing Page\r\n\r\nFigure 5.9<\/a> Landing Page - Attention Ratio\r\n\r\nFigure 5.10<\/a> Basic Elements of a Landing Page - Shopify Example\r\n\r\nFigure 5.11<\/a> Banner Ad\r\n\r\nFigure 5.12<\/a> Interstitial\r\n\r\nFigure 5.13<\/a> Pop-Up Ad\r\n\r\nFigure 5.14<\/a> Floating Ad\r\n\r\nFigure 5.15<\/a> Wallpaper\r\n\r\nFigure 5.16<\/a> Map\r\n\r\nFigure 5.17<\/a> Native\r\n\r\nFigure 5.18<\/a> Longtail Keywords and Conversion Rate \/ Text Description<\/a>\r\n\r\nFigure 5.19<\/a> Facebook Ad Objectives \/ Text Description<\/a>\r\n\r\nFigure 5.20<\/a> Affiliate Marketing Example\r\n

Chapter 6<\/h2>\r\nFigure 6.1<\/a> Content Marketing\r\n\r\nFigure 6.2<\/a> Exemplar and Prototype\r\n\r\nFigure 6.3<\/a> Gated Content Example\r\n\r\nFigure 6.4<\/a> Ungated Content to Gated Content\r\n\r\nFigure 6.5<\/a> Topics\r\n\r\nFigure 6.6<\/a> Funnel\r\n\r\nFigure 6.7<\/a> Pillar Page Example\r\n\r\nFigure 6.8<\/a> Traditional Approach\r\n\r\nFigure 6.9<\/a> Pillar Approach\r\n\r\nFigure 6.10<\/a> Pillar Page and Gated Content\r\n\r\nFigure 6.11<\/a> Pillar Page and Gated Content\r\n\r\nFigure 6.12<\/a> Pillar Strategy\r\n\r\nFigure 6.13<\/a> Content Calendar \/ Text Description<\/a>\r\n

Chapter 7<\/h2>\r\nFigure 7.1<\/a> Lead Generation Facebook\r\n\r\nFigure 7.2<\/a> Marketo Form Fields\r\n\r\nFigure 7.3<\/a>Scroll-Down Pop-Up Opt-In on Zoella.co.uk\r\n\r\nFigure 7.4<\/a> Bottom of Content Opt-In on fastcompany.com\r\n\r\nFigure 7.5<\/a> Double Opt-In on Instagram - Part 1\r\n\r\nFigure 7.6<\/a> Double Opt-In on Instagram - Part 2\r\n\r\nFigure 7.7<\/a> Double Opt-In on Instagram - Part 3\r\n\r\nFigure 7.8<\/a> Drip Email Sequence Example\r\n\r\nFigure 7.9<\/a> Drip Sequence\r\n\r\nFigure 7.10<\/a> Email Automation \/ Text Description<\/a>\r\n

Chapter 8<\/h2>\r\nFigure 8.1<\/a> Conversion Rate\r\n\r\nFigure 8.2<\/a> Funnel \/ Text Description<\/a>\r\n\r\nFigure 8.3<\/a> Google\u2019s Conversion Funnel Example\r\n\r\nFigure 8.4<\/a> A\/B Test\r\n\r\nFigure 8.5<\/a> A\/B Differences\r\n\r\nFigure 8.6<\/a> Attention Ratio Works\r\n\r\nFigure 8.7<\/a> Encapsulation Example\r\n\r\nFigure 8.8<\/a> Encapsulation\r\n\r\nFigure 8.9<\/a> Color Contrast\r\n\r\nFigure 8.10<\/a> Directional Cues\r\n\r\nFigure 8.11<\/a> Reading Flow\r\n\r\nFigure 8.12<\/a> White Space\r\n\r\nFigure 8.13<\/a> Information Hierarchy\r\n\r\nFigure 8.14<\/a> Continuity\r\n\r\nFigure 8.15<\/a> Message Match Failure\r\n\r\nFigure 8.16<\/a> Message Match Success\r\nFigure 8.17<\/a> Design Match Failure\r\n\r\nFigure 8.18<\/a> Design Match Success\r\n\r\nFigure 8.19<\/a> Congruence Example\r\n\r\nFigure 8.20<\/a> Landing Page Evaluation \/ Text Version<\/a>\r\n\r\nFigure 8.21<\/a> Retargeting\r\n\r\nFigure 8.22<\/a> Retargeting Example\r\n

Chapter 9<\/h2>\r\nFigure 9.1<\/a> Net Promoter Score\r\n\r\nFigure 9.2<\/a> Value Chain \/ Text Description<\/a>","rendered":"

Chapter 1<\/h2>\n

Figure 1.1<\/a> The Evolution of WOM Theory<\/p>\n

Chapter 2<\/h2>\n

Figure 2.1<\/a> Persona<\/p>\n

Figure 2.2<\/a> Types of Segmentation \/ From University of Minnesota\u2019s Principles of Marketing<\/a> \/ Text Description<\/a><\/p>\n

Figure 2.3<\/a> RV Betty \/ Credit: BBH Singapore (@bbh_singapore) \/ Text Description<\/a><\/p>\n

Figure 2.4<\/a> Consumer Journey: The Funnel Model<\/p>\n

Figure 2.5<\/a> Consumer Journey: The Circular Model<\/p>\n

Figure 2.6<\/a> ZMOT<\/p>\n

Figure 2.7<\/a> Four Types of ZMOT<\/p>\n

Figure 2.8<\/a> Journey Mapping \/ Adapted from nngroup.com<\/a><\/p>\n

Chapter 3<\/h2>\n

Figure 3.1<\/a> Paid vs Organic Search<\/p>\n

Figure 3.2<\/a> Top Ranking Factors<\/p>\n

Figure 3.3<\/a> How Meta Tags Are Displayed on Google SERPs<\/p>\n

Figure 3.4<\/a> Cross-Linking Example<\/p>\n

Figure 3.5<\/a> Top On-Page Factors<\/p>\n

Figure 3.6<\/a> Types of Search<\/p>\n

Figure 3.7<\/a> Journey and Searches<\/p>\n

Chapter 4<\/h2>\n

Figure 4.1<\/a> Objective \/ Goal \/ KPI<\/p>\n

Figure 4.2<\/a> KPIs Example \/ Text Description<\/a><\/p>\n

Figure 4.3<\/a> AARRR \/ Text Description<\/a><\/p>\n

Figure 4.4<\/a> RACE Ojbectives \/ Text Description<\/a><\/p>\n

Figure 4.5<\/a> Journey and Searches<\/p>\n

Figure 4.6<\/a> Conversion Path<\/p>\n

Figure 4.7<\/a> Conversion Path – 1st Example<\/p>\n

Figure 4.8<\/a> Conversion Path – 2nd Example \/ Text Description<\/a><\/p>\n

Figure 4.9<\/a> RACE \/ Text Description<\/a><\/p>\n

Chapter 5<\/h2>\n

Figure 5.1<\/a> Examples of a Clickthrough Landing Page – Fit for Life<\/p>\n

Figure 5.2<\/a> Examples of a Clickthrough Landing Page – Spotify<\/p>\n

Figure 5.3<\/a> Examples of a Lead Generation Landing Page – Fit for Life<\/p>\n

Figure 5.4<\/a> Examples of a Lead Generation Landing Page – Uber<\/p>\n

Figure 5.5<\/a> Shopify Ad<\/p>\n

Figure 5.6<\/a> Shopify Homepage<\/p>\n

Figure 5.7<\/a> AR Conversion<\/p>\n

Figure 5.8<\/a> Shopify Landing Page<\/p>\n

Figure 5.9<\/a> Landing Page – Attention Ratio<\/p>\n

Figure 5.10<\/a> Basic Elements of a Landing Page – Shopify Example<\/p>\n

Figure 5.11<\/a> Banner Ad<\/p>\n

Figure 5.12<\/a> Interstitial<\/p>\n

Figure 5.13<\/a> Pop-Up Ad<\/p>\n

Figure 5.14<\/a> Floating Ad<\/p>\n

Figure 5.15<\/a> Wallpaper<\/p>\n

Figure 5.16<\/a> Map<\/p>\n

Figure 5.17<\/a> Native<\/p>\n

Figure 5.18<\/a> Longtail Keywords and Conversion Rate \/ Text Description<\/a><\/p>\n

Figure 5.19<\/a> Facebook Ad Objectives \/ Text Description<\/a><\/p>\n

Figure 5.20<\/a> Affiliate Marketing Example<\/p>\n

Chapter 6<\/h2>\n

Figure 6.1<\/a> Content Marketing<\/p>\n

Figure 6.2<\/a> Exemplar and Prototype<\/p>\n

Figure 6.3<\/a> Gated Content Example<\/p>\n

Figure 6.4<\/a> Ungated Content to Gated Content<\/p>\n

Figure 6.5<\/a> Topics<\/p>\n

Figure 6.6<\/a> Funnel<\/p>\n

Figure 6.7<\/a> Pillar Page Example<\/p>\n

Figure 6.8<\/a> Traditional Approach<\/p>\n

Figure 6.9<\/a> Pillar Approach<\/p>\n

Figure 6.10<\/a> Pillar Page and Gated Content<\/p>\n

Figure 6.11<\/a> Pillar Page and Gated Content<\/p>\n

Figure 6.12<\/a> Pillar Strategy<\/p>\n

Figure 6.13<\/a> Content Calendar \/ Text Description<\/a><\/p>\n

Chapter 7<\/h2>\n

Figure 7.1<\/a> Lead Generation Facebook<\/p>\n

Figure 7.2<\/a> Marketo Form Fields<\/p>\n

Figure 7.3<\/a>Scroll-Down Pop-Up Opt-In on Zoella.co.uk<\/p>\n

Figure 7.4<\/a> Bottom of Content Opt-In on fastcompany.com<\/p>\n

Figure 7.5<\/a> Double Opt-In on Instagram – Part 1<\/p>\n

Figure 7.6<\/a> Double Opt-In on Instagram – Part 2<\/p>\n

Figure 7.7<\/a> Double Opt-In on Instagram – Part 3<\/p>\n

Figure 7.8<\/a> Drip Email Sequence Example<\/p>\n

Figure 7.9<\/a> Drip Sequence<\/p>\n

Figure 7.10<\/a> Email Automation \/ Text Description<\/a><\/p>\n

Chapter 8<\/h2>\n

Figure 8.1<\/a> Conversion Rate<\/p>\n

Figure 8.2<\/a> Funnel \/ Text Description<\/a><\/p>\n

Figure 8.3<\/a> Google\u2019s Conversion Funnel Example<\/p>\n

Figure 8.4<\/a> A\/B Test<\/p>\n

Figure 8.5<\/a> A\/B Differences<\/p>\n

Figure 8.6<\/a> Attention Ratio Works<\/p>\n

Figure 8.7<\/a> Encapsulation Example<\/p>\n

Figure 8.8<\/a> Encapsulation<\/p>\n

Figure 8.9<\/a> Color Contrast<\/p>\n

Figure 8.10<\/a> Directional Cues<\/p>\n

Figure 8.11<\/a> Reading Flow<\/p>\n

Figure 8.12<\/a> White Space<\/p>\n

Figure 8.13<\/a> Information Hierarchy<\/p>\n

Figure 8.14<\/a> Continuity<\/p>\n

Figure 8.15<\/a> Message Match Failure<\/p>\n

Figure 8.16<\/a> Message Match Success
\nFigure 8.17<\/a> Design Match Failure<\/p>\n

Figure 8.18<\/a> Design Match Success<\/p>\n

Figure 8.19<\/a> Congruence Example<\/p>\n

Figure 8.20<\/a> Landing Page Evaluation \/ Text Version<\/a><\/p>\n

Figure 8.21<\/a> Retargeting<\/p>\n

Figure 8.22<\/a> Retargeting Example<\/p>\n

Chapter 9<\/h2>\n

Figure 9.1<\/a> Net Promoter Score<\/p>\n

Figure 9.2<\/a> Value Chain \/ Text Description<\/a><\/p>\n","protected":false},"author":1,"menu_order":5,"template":"","meta":{"pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":["pierre-yann-dolbec"],"pb_section_license":"cc-by-nc-sa"},"front-matter-type":[],"contributor":[60],"license":[56],"class_list":["post-289","front-matter","type-front-matter","status-publish","hentry","contributor-pierre-yann-dolbec","license-cc-by-nc-sa"],"_links":{"self":[{"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/pressbooks\/v2\/front-matter\/289","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/pressbooks\/v2\/front-matter"}],"about":[{"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/wp\/v2\/types\/front-matter"}],"author":[{"embeddable":true,"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":12,"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/pressbooks\/v2\/front-matter\/289\/revisions"}],"predecessor-version":[{"id":752,"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/pressbooks\/v2\/front-matter\/289\/revisions\/752"}],"metadata":[{"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/pressbooks\/v2\/front-matter\/289\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/wp\/v2\/media?parent=289"}],"wp:term":[{"taxonomy":"front-matter-type","embeddable":true,"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/pressbooks\/v2\/front-matter-type?post=289"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/wp\/v2\/contributor?post=289"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/opentextbooks.concordia.ca\/digitalmarketing\/wp-json\/wp\/v2\/license?post=289"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}