Welcome to the Digital Media Wiki

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== Yaffe Center Digital ==
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[[http://www.example.com link title]]== Yaffe Center Digital Media Resources Hub  ==
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Digital initiatives have led to the development of new media models and previously untapped opportunities in advertising and marketing. From search engine marketing to corporate websites, from social media pages to blogs,and from email campaigns to the newest mobile devices, the digital world has had a profound impact on marketing and communications.
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Digital initiatives have led to the development of new media models and previously untapped opportunities in advertising and marketing. From search engine marketing to corporate websites, from social media pages to blogs,and from email campaigns to the newest mobile devices, the digital world has had a profound impact on marketing and communications.  
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Over the past several years, the[[About The Yaffe Center: Yaffe Center| Yaffe Center]] has sponsored outside speakers, conferences, events and courses which have covered these topics.
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The [[Yaffe Center|Yaffe Center]] has developed this page to provide information, presentations, links, and student developed wikis on the following topics:
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*Conferences: The Center maintains its leadership in teaching and research on persuasive communication by hosting conferences on emerging topics in the area.
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*Speakers: The Yaffe Center hosts leading practitioners and experts in every aspect of persuasive communication. Hear the people who create the latest techniques to appeal to consumers, from new ways to use mobile phones to non-traditional advertising.
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*Workshops: Some topics won’t wait for the formal presentations at a conference, or they are techniques and practices that require hands-on experience. The Yaffe Center offers workshops to update skills and keep practitioners informed about the fast-developing field of persuasive communication.
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The Yaffe Center has also created wikis with the latest information, best practices, and learnings on key topics within digital marketing. These wiki pages are based on student papers and independent study projects, but can be updated and added to by anyone in the U-M community.
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*[[Main Page]]
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**[[About The Yaffe Center]]
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**[[About This Digital Media Resource Hub]]
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***[[How to Use this Resource Hub]]
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***[[How to Send Us Updates and Comments]]
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== Digital Media Resources ==
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*[[Integrative Overviews and What's Next]]
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**[[The Context: Facts and Figures]]
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**[[Overview: Practical Guide to Digital Marketing]]
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**[[The ROI Challenge: What Metrics to Use?]]
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**[[Where Should I Use What Technique?]]
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**[[Using the New Media for B2B Marketing]]
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**[[Integrated Campaigns]]
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**[[What's New & What's Next]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Integrative Overviews and What's Next]]
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**[[Archives]]
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====Digital Media: Overall Perspectives====
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*[[Corporate and Brand Websites]]
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:'''Wikis'''
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**[[The Role and Structure of Own Websites]]
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::[[Practical Guide to Digital Marketing]]
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**[[Site Navigation and Design]]
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:'''Presentations'''
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**[[Improving Own Websites]]
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::*[http://www.bus.umich.edu/facultyresearch/researchcenters/centers/yaffe/events/asx/joseph-jaffe-lecture.asx "Life After the 30-Second Spot"]  
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**[[Terminology]]
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:::By Joseph Jaffe, President, Jaffe LLC; former Interactive Media Head at TBWA\Chiat\Day and OMD USA ( [http://www.jaffejuice.com/ see www.jaffejuice.com] ), author of the best-selling book [http://www.lifeafter30.com/ "Life After the 30 Second Spot"]
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**[[Academic Studies]]
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::*[http://yaffecenter.org/downloads/speakers/Christine_O'Connell.pdf "How to Put Together a Digital Plan"]  
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**[[Best Practices of Corporate and Brand Websites]]
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:::By: Robert Haverback, Director of Digital Marketing at TD Ameritrade
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**[[Archives]]
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::*[http://www.bus.umich.edu/facultyresearch/researchcenters/centers/yaffe/events/asx/koenig.asx "Using Non-Traditional Communications Effectively"]  
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:::By Derek Koenig, Chief Marketing Officer of Discovery Communications
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:'''Links'''
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::[http://mashable.com/ Mashable]
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::[http://promomagazine.com/ Promo]
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====Search Engine Marketing====
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*[[Banner and Display Ads]]
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:'''Wikis'''
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**[[Targeting and Re-Targeting Techniques]]
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::[[Search Engine Advertising]]
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**[[Terminology]]
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::[[Search Engine Optimization]]
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**[[Academic Studies]]
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:'''Workshops'''
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**[[Best Practices of Banner and Display Ads]]
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::Search Engine Workshop
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**[[Archives]]
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:::The workshop included speakers from Google, Digitas, and local agency Pure Visibility, and featured a hands-on exercise for Ross students to get experience constructing ad groups and writing keywords and ads for Google's popular AdWords system.
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:::Melanie Mitchell, SVP of Search Strategy for Digitas keynoted the event with stories from her experience with clients which have included Bank of America, Whirlpool, Mars and Kraft. Other speakers included Megan Zlatos of Pure Visibility and Elyse Guilfoyle from Google. Professor Bud Gibson, who teaches a course in search engine marketing at Eastern Michigan University moderated the event. After the morning presentations, students were given a live project to develop search engine ad groups for the United Way of Greater Toledo
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:::*[http://ummedia12.rs.itd.umich.edu/umbs/umbsvs/execed/12Nov2010/001.wmv Search Engine Workshop 1]
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:::*[http://ummedia12.rs.itd.umich.edu/umbs/umbsvs/execed/12Nov2010/002.wmv Search Engine Workshop 2]  
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:::*[http://ummedia12.rs.itd.umich.edu/umbs/umbsvs/execed/12Nov2010/003.wmv Search Engine Workshop 2]
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::Search Engine Marketing http://www.bus.umich.edu/FacultyResearch/ResearchCenters/centers/Yaffe/downloads/Agency-Client%20Search%20Perspective[1].pdf
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:::This Yaffe Center sponsored event gave participants hands-on knowledge and skills concerning the biggest and fastest-growing forms of online marketing communication: natural search and paid search. Speakers from Google and SMG Search gave presentations and engaged participants in hands-on exercises. About 40 students from across the Ross School of Business attended.
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:::*Part One: Search Engine Perspective: Charles Scrase, Online Sales and Operations Manager at Google, gave an introduction to natural search and strategies on how to maximize results. He also presented an overview of paid search, using AdWords as an illustration. Participants were given the opportunity to set up their own AdWords accounts and were guided through best-practices strategies. 
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:::*Part Two: Agency-Client Search Perspective: Brian Doelle, Director at SMG Search, spoke on search marketing, what works and what doesn’t. Participants then worked in teams to assess the search campaign of a hypothetical company.
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:'''Links'''
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::[http://searchenginewatch.com/ Search Engine Watch]
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====Display and Video Advertising====
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*[[Using Third-Party Websites]]
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:'''Wikis'''
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**[[Marketing in the Blogosphere]]
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::[[Display Ad Targeting]]
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**[[Putting "Native Content" onto Others' Sites]]
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:'''Presentations'''
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**[[Terminology]]
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::* "Google's View of the Digital Advertising World." Michal Lorenc, Director of Advertising Sales, Google. Michal will talk about how Google views opportunities in digital advertising.
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**[[Academic Studies]]
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::*"Digital Media at Chrysler".....Neville Manohar, Chrysler
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**[[Best Practices of Using Third-Party Websites]]
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::*"Web 1.X: The "Basics" Aren't Basic Anymore" By: Jennifer Kohler, Associate Director at Digitas
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**[[Archives]]
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:'''Links'''
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====Social Media====
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*[[Using Social Media]]
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:'''Wikis'''
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**[[Social Marketing]]
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::[[Marketing in the Blogosphere|Marketing in the Blogosphere]]
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**[[Using Facebook]]
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::[[Using Social Networking for Marketing]]
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***[[Facebook Techniques: Overview]]
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::[[Viral Marketing]]
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***[[GraphSearch on Facebook]]
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:'''Presentations'''
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***[[Custom Audiences]]
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::*"Disney and Social Media." Elizabeth Smith Brigham, MBA from Michigan and Social Media expert at Disney will speak about what she's learned in her years at Disney and how that company uses social media.
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**[[Using Twitter]]
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::*"Social Media at Ford".......Scott Monty, Ford
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**[[Using Pinterest]]
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::*[http://yaffecenter.org/downloads/speakers/Christine_O'Connell.pdf"Web 2.0: User Generated Content in the Social Web"] By: Alicia Dorsett, Social Media Strategist at Manning, Selvage, and Lee and Christine O'Connell, Associate Director at Digitas
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**[[Terminology]]
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:'''Links'''
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**[[Academic Studies]]
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::[http://promomagazine.com/viralmarketing/ Promo:Social Marketing]
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**[[Best Practices of Using Social Media]]
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**[[Archives]]
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====Mobile Marketing====
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*[[Viral Marketing]]
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:'''Wikis'''
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**[[Viral Marketing Overview]]
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::[[Mobile Marketing]]
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**[[Techniques to Create Pass-Along and WOM]]
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:'''Links'''
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**[[Using YouTube]]
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::[http://promomagazine.com/mobilemarketing/ Promo: Mobile Marketing]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Viral Marketing]]
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**[[Archives]]
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====What's New & What's Next====
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*[[Search Engine Marketing]]
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:'''Presentations'''
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**[[Search Engine Marketing Overview]]
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::*"What's New and Next in Digital Advertising"Jason Sutton, Michigan MBA and digital entrepreneur, and Sid Shah of digital consultant Efficient Frontier, will talk about the newest technology and lessons learned.
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**[[Search Engine Optimization]]
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::*[http://rossmedia.bus.umich.edu/rossmedia/SilverlightPlayer/Default.aspx?peid=a1c26acb6d734e16873ce6d84a700f08 "Digital Marketing: State of the Art, and Lessons Learned"] By Rishad Tobaccowala, CIO of Publicis Groupe and CEO of Denuo
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***[[On-Page SEO]]
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::*[http://yaffecenter.org/downloads/speakers/chuck_schultz.ppt"Web X.0: Emerging and Nascent Digital Challenges"] Chuck Shultz, New Media Director at Starcom MediaVest Group
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***[[Off-Page SEO]]
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***[[Search Engine Optimizers]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Search Engine Optimization]]
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**[[Search Engine Advertising]]
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***[[How Google AdWords Works]]
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***[[Keyword Optimization]]
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****[[Optimizing for Local Search]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Search Engine Advertising]]
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**[[Archives]]
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*[[Mobile Marketing]]
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**[[Mobile Marketing Overview]]
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**[[Mobile Marketing Techniques]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Mobile Marketing]]
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**[[Archives]]
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*[[Creative Techniques]]
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**[[Overview of Creative Techniques]]
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**[[Banner and Display Ad Strategies]]
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**[[Search Engine Ads]]
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**[[Social Media Strategies]]
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**[[Mobile]]
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**[[Email Ads]]
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**[[Video]]
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**[[Archives]]
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*[[Email Marketing]]
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**[[Overview and Techniques of Email Marketing]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Email Marketing]]
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**[[Archives]]
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*[[Privacy and Regulations]]
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**[[Overview and Discussion of Privacy and Regulations]]
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**[[Terminology]]
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**[[Academic Studies]]
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**[[Best Practices of Privacy and Regulations]]
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**[[Archives]][http://www.plexusslimreviews.net.com plexus slim reviews]
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Further contributions are welcomed: [http://www.yaffecenter.org/FacultyResearch/ResearchCenters/centers/Yaffe/contact_us/ send message]
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Links in red are currently under construction.

Current revision

Image:Logo ross.jpg Image:Logo text yaffe.jpg

[link title]== Yaffe Center Digital Media Resources Hub ==

Digital initiatives have led to the development of new media models and previously untapped opportunities in advertising and marketing. From search engine marketing to corporate websites, from social media pages to blogs,and from email campaigns to the newest mobile devices, the digital world has had a profound impact on marketing and communications.

The Yaffe Center has developed this page to provide information, presentations, links, and student developed wikis on the following topics:




Further contributions are welcomed: send message

Links in red are currently under construction.

Retrieved from "http://webservices.itcs.umich.edu/mediawiki/YaffeCenter/index.php/Welcome_to_the_Digital_Media_Wiki"
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