Weekly Reading Picks| Volume 6

Bob’s Weekly Reading Picks

2019.2. 15- volume 6

1. Celebrating Female Founders: How These 7 Women-Owned Businesses Found Success

Black Girls RUN  |Running

“When we decided to launch the running groups, we saw an opportunity to start monetizing the business. It just went viral. That’s when we started ramping up production of our merchandise, which has been really how we’ve sustained the organization for this long.”

Mommy Sauce | Cooking   (can’t open the website?)

Mommy Sauce was born out of a love of cooking and family. Encouraged by her son, a renowned chef, Jai Nam “Mommy” Choi built a business of her own, selling her secret recipes to the world.

R. Riveter |Handbag, Accessories, Military

“[We] wanted to start this company to create a sense of community for military spouses, create mobile flexible income, and just be a positive force for the military community.”

Pop Up Plus | Plus Size Fashion

“I had always been a curvy girl, particularly in college, the freshman 15 became the freshman 70. While I was searching for clothing everywhere, I discovered that not only did I gain a lot of weight, but retailers at that time weren’t catering to my size. I remember the awful feeling I felt when I was stuck in the fitting room and nothing fit. That’s when I decided that no other woman should ever be made to feel that horrible ever again.”


Jaswant’s Kitchen — a source for spice blends and simplified takes on traditional South Asian recipes — had its start at a food show, where positive responses urged them to forge ahead. From there, Jaswant teamed up with her daughters to build a now-blossoming meal kit business. Aside from their online store, the brand is now represented by 30 local retailers and have plans to expand into other parts of Canada and the U.S.

Bird + Stone | Accessory

This company was founded on the idea that brands have the power to be vehicles for change. For us, this means not only ensuring that our jewelry is made ethically, but also donating a portion of our profits to organizations moving the needle on important causes.

Cocokind  | Skincare

“I’ve dealt with hormonal acne since I was a teenager. When I was in college, my dermatologist put me on antibiotics and spironolactone, and I took those pills daily for years. When I graduated, however, I started having major digestive issues, and I realized that there may have been a link between my acne medicine and my stomach problems.”

2. Best Practices to Grow Your Ecommerce Business with Email Marketing

The content is a good example of writing a beginner’s guide.
Chapter 1: An Introduction
Chapter 2: Why Email Marketing is the Key to Ecommerce Success
Chapter 3: Choose the Right Email Marketing Platform
Chapter 4: Growing Your Email List
Chapter 5: Segmenting Your Email List for Better Engagement –
Chapter 6: Converting Subscribers into Customers
Chapter 7: Ecommerce Transaction Emails You Should Be Optimizing (And How To Do It) – Learn how to humanize the purchasing and shipping process.
Chapter 8: Proven Ecommerce Email Campaigns You Can Steal
Chapter 9: Email Analytics and How to Track Everything
Chapter 10: 7 Tips for an Effective Email Marketing Strategy
Chapter 11: Concluding Thoughts

3. How to Choose the Right Email Marketing Platform

Constant Contact

You can find the app related if you use Shopify.

4. Alibaba 101: How to Safely Source Products from the World’s Biggest Supplier Directory

Note: This post was written in 2015. Some content can be out of date.

Advantages & Disadvantages Of Sourcing Overseas


  • Lower manufacturing costs
  • Suppliers are (generally) much more open to working with smaller businesses and providing smaller quantities
  • High number of suppliers to choose from
  • For many products, Asia might be the only place that produces the item
  • One-stop services like Alibaba have made it very easy to navigate and purchase from suppliers


  • Perceived lower quality from customers
  • (Usually) lower manufacturing and labor standards
  • Almost no intellectual property protection
  • Language and communication barrier can be difficult to overcome
  • Difficult/costly to verify manufacturer and visit on-site
  • Longer shipping time
  • Cultural differences in business practices
  • Product importation and customs clearance
  • Lower level of payment security and recourse
What to Look for on Product Pages


  • Unit Price
  • Minimum Order Quantity (MOQ)
  • Payment Options
Buyer Beware: Middleman, quality, scammers
Safeguarding Yourself
  •  Verify suppliers
  • Ask questions and followup
  • Get samples
  • Too good to be true

The comment from Harry is helpful.
Compare the sellers and the products and Always be careful with your money.

5. 100+ Beautiful and Creative Ecommerce Website Designs

Best fashion website designs
Best health and beauty website designs
Best food and grocery website designs
Best sports and fitness website designs
Best children’s fashion and toys website designs
Best interior design and art website designs
Best office and paper website designs
Other creative website designs

6. 8 Crowdfunding Sites to Raise Money For Your Big Idea

Crowdfunder (Shopify App)

7. Rev Up Your Revenues: 10 Trending Products to Sell in 2019

Google Trends is a great tool to help you find potential products.

  • Shapewear
  • Men’s plaid shirt
  • Athleisure
  • Travel accessories
  • Automotive accessories
  • Smartwatches
  • Minimalist jewelry
  • Heated vests
  • Ankle boots
  • Posture corrector

Weekly Reading Picks| Volume 5

Bob’s Weekly Reading Picks

2019.2.11  Volume  5 

1. Influencer Marketing 2019 : Benchmark Report 

Estimated Influencer Marketing Growth
Influencer marketing has continued to grow as an industry over the last few years.

Instagram is the Most Important Channel for Influencer Marketing By Far


Most Common Objective for Influencer Campaigns is Awareness

Influencer Fraud is of Some Concern to Respondents

Biggest Challenge to Those Managing Campaigns In-House is Finding Influencers

Only 11% of Influencers are Currently Fully Compliant with FTC and CMA Guidelines


2. Facebook turns 15| How the social-networking giant has changed America | The Economist

Facebook has stayed on top by spreading wildly across America and the world and buying competitors, including the photo-sharing app Instagram and the messaging firm WhatsApp. Around two-thirds of American adults use its original social network. At its peak, the average user spent nearly an hour a day on Facebook’s platforms.

Facebook has altered America in three notable ways.
First, it has shaped what it means and feels like to be young.
Second, Facebook has changed attitudes to privacy.
Third, Facebook has left a lasting mark on politics.

3. Tech Is Splitting the U.S. Work Force in Two | The New York Times

The forecast of an America where robots do all the work while humans live off some yet-to-be-invented welfare program may be a Silicon Valley pipe dream. But automation is changing the nature of work, flushing workers without a college degree out of productive industries, like manufacturing and high-tech services, and into tasks with meager wages and no prospect for advancement.

Jobs grow in health care, social assistance, accommodation, food services, building administration and waste services. Not only are some of the tasks tough to automate, employers have little financial incentive to replace low-wage workers with machines.

On the other end of the spectrum, the employment footprint of highly productive industries, like finance, manufacturing, information services, and wholesale trade, has shrunk over the last 30 years.


4. FREE Download: SaaS Buyer’s Guide | PerformanceIN


Setup Fee  FREE
Monthly Retainer  Monthly subscription plan starts from $299 and includes tracking 10,000 conversions and 1,000,000 impressions.
Commission override $0.02 per conversion above subscription plan limit
$0.005 per 1000 over subscription plan limit

Process During a 30-day free trial, an Affse onboarding specialist provides each client with unlimited free training sessions, helping to set up an account and making sure the platform is used at its full.
Feature: API, Real-time reporting, cookie-less tracking, cross-device tracking, app tracking, fraud detection, GDPR compliance

HasOffers by Tune

Setup Fee  N/A
Monthly Retainer  Price
Commission override N/A
Process:  30-day free trial. A dedicated HasOffers specialist is assigned to new accounts to ensure a smooth onboarding process and to help troubleshoot issues.
Feature: API, Real-time reporting, S2Stracking, cross-device tracking, app tracking, fraud detection, GDPR compliance

Radius by Impact

Minimum sales revenue   $50,000 monthly
Setup Fee $1000+
Monthly Retainer $500+
Commission override  0
Process: An Onboarding Project Manager with help you with account setup everything from initial training to make sure your settings are exactly as you like them
Feature:  Real-time reporting, cookie-less tracking, cross-device tracking, app tracking, fraud detection, GDPR compliance, 21 certifed agency partners, 100,000+ affiliate partners


Minimum sales revenue Approx. $500K in annual partner program revenue
Setup Fee Varies Based on Integration Type
Monthly Retainer SaaS or Performance.
Commission override Yes
Process: Led by local integrations, CS, client services teams, assisting in both strategic and tech set-up. Best practices-based approach streamlines process and prevents errors.
Feature: API, Real-time reporting, cookie-less tracking, cross-device tracking, app tracking, fraud detection, GDPR compliance


Setup Fee  No
Monthly Retainer  Based on a monthly subscription base
starts at $209 per month with 2 million events included
Commission override After you exceed your plan limits, you will be charged an additional fee, not bigger than $0.05 per 1000 tracked events.
Process: We offer a complex, dedicated onboarding. All new users are invited on a 1-on-1 session with the customer success representative and an onboarding webinar
Feature: Voluum DSP, Voluum Marketplace, API, Real-time reporting, cookie-less tracking, cross-device tracking, app tracking, GDPR compliance


Setup Fee dependent on usage
Monthly Retainer dependent on usage
Commission override N/A
Process: Once you have made contact with us, we will provide access to our platform, which will be managed at a user level
Feature: layer above affiliate networks, API, Real-time reporting, cookie-less tracking, cross-device tracking, app tracking, GDPR compliance

5. 50 Exceptional Online Stores Built on Shopify

Top minimal Shopify stores
Top bright and bold Shopify stores
Top Shopify stores with colored or textured backgrounds
Top Shopify stores with big photography
Top unique Shopify stores

10 Digital Marketing Channels You Show Know

How to Promote Your Products Online?


1). On your own websites with tools like Shopify, Bigcommerce, Magento, Woocommerce…

2). On third-party stores like Amazon, eBay, AliExpress, Wish…
For more info, just take a look at this post. Notes of Amazon Big Seller

3). Other options to listing your products on Walmart, Rakuten, Homedepot, Etsy…

4). Through crowdfunding sites like Kickstarter, Indiegogo, GoFundMe…


If you start up your online store and market your products, you can consider these channels below.


Use Google ads to test whether your ideas are great, your products are attractive. If it works, then dive into your business.

Adwords Fundamental


Facebook is a great social network. If you want to reach more audiences, then try it but remember when people search for something, they have a purpose while they use Facebook, usually, it is for fun.

You can use Facebook to advertise your content on Instagram.

Beginner’s Guide to Facebook Ads

3. Deals

People love deals. You can try slickdeals-the largest deal community in the US to see whether your products can make a hit. Before that, you need to do the math for editors’ requirements of the cheap prices.

Deals sites are also a good choice to generate leads, launch new products and clear out excess inventory.

Largest Deals Sites in the World

4. Email

It takes time but it is worthy to grow your email lists.

Anti-Spam Laws

Email Marketing Platform

Keywords: email marketing platform, email marketing software, email marketing service provider, email traffic

Competitive Analysis Tools
https://milled.com/   search engine for email newsletters

Beginner’s Guide to Email Marketing

5. Affiliate Marketing


Affiliate marketing is performance-based marketing, whereby a product or service gets remunerated for every sale, visit, or subscription sent to the merchant. Because of this performance-based component, which is the cornerstone of affiliate marketing, it is also sometimes called performance marketing. ——Affliate Program Management: An Hour a Day

Affiliate Marketing Guide

How to Start Affiliate Program on ShareASale

6. Influencer Marketing


Influencer marketingis a form of marketing in which focus is placed on influential people rather than the target market as a whole on social media. It identifies the individuals who have influence over potential customers, and orients marketing activities around these influencers.——Wikipedia

Find influencers on Youtube, Instagram, Twitter, Pinterest, Snapchat and other social networks and build up long-term cooperation.

Some influencers may join affiliate networks but a few of them do cost per sale/ revenue share model. Influencer marketing works better for branding.

Keywords: Influencer marketing platform, influencer marketing agency, influencer search tool, influencer marketing trends, influencer marketing software

7. SEO

SEO is a challenge for beginners running e-commerce. But if you want to scale up, it is a must in the long run, which can drive more traffic for free.

You should pay attention to:

Learning Materials
Moz The Beginner’s Guide to SEO
Google Search Engine Optimization (SEO) Starter Guide
Ahrefs How to Learn SEO (and Stay Sane)
Book  The Art of SEO: Mastering Search Engine Optimization

Digital Marekting (SEO)  Tools List

8.Native Ads

It is worth noting that currently, over 200 million people are now using ad blockers which does not affect the native ad formats.


Native advertising is a type of advertising, mostly online, that matches the form and function of the platform upon which it appears. In many cases, it manifests as either an article or video, produced by an advertiser with the specific intent to promote a product, while matching the form and style which would otherwise be seen in the work of the platform’s editorial staff. The word “native” refers to this coherence of the content with the other media that appears on the platform.——Wikipedia

Native Platform: Outbrain, Taboola, Sharethrough, Yahoo Gemini, MGID, Adblade, Nativo, Facebook, Twitter, LinkedIn…

Previous post on Native Ads

Beginner’s Guide to Outbrain

9. PR

Public Releases Distribution

News and Media

News with Coupon Page

Tools: https://press.farm/   Find journalists to write about your startup

Influencers and product blog:
Hacking the Press: Clever Ways to Get Free Press Coverage with Zero Budget

10. Others

Social: Pinterest/Twitter/Reddit/Buzzfeed/Snapchat/Tumblr/Quora …

Retargeting: Criteo/ Adroll/RTB House …

DSP: MediaMath/DoubleClick/AppNexus..

CPA Network:  Clickbooth/Maxbounty/W4…
Have a close eye at fraud traffic when dealing with CPA networks.

More Reading Materials

20 Highly Effective Ways to Promote a Product
Doing a Marketing Rollout
Marketing Channels


Beginner’s Guide to Email Marketing

Beginner’s Guide to Email Marketing

1.Anti-Spam Laws

Adhering to the following best practices is a good place to start:

  • Get consent
  • Clearly identify yourself
  • Offer a way to opt out

2.Email Marketing Platform




Keywords: email marketing platform, email marketing software, email marketing service provider, email traffic

3.Different Types of Emails

Email marketing is not just sending monthly newsletters or information about sales. It is a great way to communicate and engage with customers.

  • The Shopping Cart Abandonment Email (email remarketing)
  • The Order Confirmation Email   (thank-you page notification)
  • The Shipping Confirmation Email (shipping notification)
  • The Customer Feedback Email (survey)
  • Promotional Email

4. Segmentation of Lists

Personalization is more and more important in term of digital marketing. While you can’t customize an email to cater specifically to every individual subscriber on your list, you can create emails based on specific criteria using segmentation in order to increase engagement and conversions.

Customer Type

  • Potential customers: those who haven’t made a purchase yet.
  • New customers: those who have just made their first purchase.
  • Loyal customers: those who have made purchases on a regular basis.
  • Inactive customers: those who haven’t made any purchases in a while.


Targetting audiences based on specific interests.

Let’s say your online store sells pet supplies. You probably have dog owners, cat owners, hamster owners, new pet owners, elderly pet owners, and so on. Sending them all the same email campaign every time isn’t going to work.


Sending different emails to people in different countries. For example, China has 11.11 festival while America has Black Friday and Cyber Monday.

Also, location-based promotion makes senses for brick and mortar stores.


The strategy usually goes like this:

in a certain timeframe, say three months, six months, etc.
subscribers have not opened the emails
subscribers have opened the emails but not bought any items yet
subscribers just buy once and turn to your competitors’ stores.

5. Tracking and Analytics

Using UTM parameters and you can get the data on Google Analytic.

Basic Metrics

  • Open Rate
  • Bounce Rate
  • Click-Through Rate
  • Opt-Out Rate

6.  Effective Email Marketing Strategy Tips

  • Incentivize Customers to Review the Product They’ve Bought via Email
  • Use A/B Testing To Optimize Open & Click-Through Rates
  • Set Up Cart Abandonment Emails To Identify Bugs & Improve Checkout Conversion Rate
  • Reward Your Most Loyal Customers
  • Reactivate Your Dormant Customers
  • Be Prepared For Product Seasonality and Retail Holidays With a Newsletter Calendar
  • Combine Your Email Marketing with Other Marketing Channels
  • Competitive  Intelligence Tools
    https://milled.com/   search engine for email newsletters

7.More Reading Materials

Best Practices to Grow Your Ecommerce Business with Email Marketing
How to Build a Responsive (and Profitable) E-commerce Mailing List
8 Post-Sale Emails To Turn New Buyers Into Lifelong Fans

Weekly Reading Picks| Volume 4

Bob’s Weekly Reading Picks

2019.2.1-volume 4

1. Get the Most from WordPress.com

2. You Can Buy From Your Friends Thanks To Storr

Brands handle shipping and returns and people make a 15-25% commission instead of traditional retailers earning the commission. It’s free to open a store and people can buy from each other directly within existing channels like Instagram, Twitter, or Facebook as well as on the web and on the Storr app. Sellers can also donate a percentage of their earnings to Storr’s non-profit partners.

3.The Complete Guide to Content Monetization Platforms

  • VigLink
  • Skimlinks
  • YieldKit
  • Infolinks
  • Brandreward

4.A Complete Guide to Amazon for Vendors   pdf

5.Social Media Marketing Industry Report

6. The biggest tech trends of 2019, according to top experts

Keywords: AI, AR\VR, AR Glasses, 5G, voice platforms, smart cameras, drones, flying cars, health care

7.6 Influencer Marketing Platforms for Partnering with Internet Famous Creators

  • Meetups and Instameets
  • Famebit
  • Grapevine
  • Shoutcart
  • Whalar
  • Influence.co

8.How to Get More Followers on Instagram: 13 Reliable Ways to Grow Your Audience

  • Use the right hashtags
  • Use the right filters
  • Post at the right time
  • Steal your competitor’s followers
  • Pay for sponsored posts and product reviews
  • Use geotags to boost local discovery
  • Organize your Stories into Highlights on your profile
  • Ask new users who engage with you to follow you
  • Be consistent
  • Hop on trends
  • Run a giveaway
  • Monitor your following closely over time
  • Use the Instagram tools at your disposal

9.What Digital Marketers Need to Know About Cookies & Tracking

Cookies are still important and are a standard, but with a continuing demand for less tracking and less cookies like Europe’s GDPR and Apple’s ITP compliance blocking third-party cookies, you must adjust and keep up with the times.

Keywords: attribution, multi-channel marketing, cross-device tracking, cookless tracking


11.The Complete Guide to Affiliate Marketing Tracking Software

A.What Do Affiliate Networks Offer?

  • Hosting for creatives and product feeds
  • Technical support for setting up and maintaining your affiliate program
    Tracking and reporting tools
  • Marketing tools
  • Affiliate payment solutions, and more

B. How Much Does an Affiliate Network Cost?

  • Setup/activation fee
  • Minimum initial deposit
  • Transaction fees
  • Other charges

C.Affiliate Program Networks
ShareASale by Awin, CJ, LinkShare by Rakuten, Pepperjam, Webgains, LinkConnector, Tradetracker, Admitad …

D. Affiliate  Software: HasOffers (by TUNE), PostAffiliate Pro, CAKE, LeadDyno, and Refersion.

E. More: Affiliate Marketing Guide

12.21 Web Directories That Still Have Value in 2019

Where Do Web Directories Stand Today?
Today, Google’s algorithm is a lot more complex. While links are still one of the top ranking signals, Google no longer views all links equally.

Links from a web directory listing are a lot less influential than a super relevant contextual link from a high-authority site in your niche.

That’s not to say web directories are completely meaningless.

According to Moz research, web directories and local citations still appear to be a small ranking factor – especially for local business. However, Google’s John Mueller himself has said that directory links “generally” don’t help with SEO.


Top Local Citations by Business Category  Updated 2018

22 Niche Review Sites Your Business Can’t Afford to Ignore
1. Restaurants, cafes, food trailers, bakeries, and anyone in the food business should also be sure to manage their listings on:
Zomato (formerly UrbanSpoon)

2. Hotels, motels, and travel agents should monitor listings on:

3. Auto industry businesses will want to optimize reviews on:

Weekly Reading Picks |Volume 1-3

Bob’s Weekly Reading Picks

1.25-volume 3

1.Netflix Culture: Freedom and Responsibility ppt

Seven Aspects
• Values are what we Value
• High Performance
• Freedom & Responsibility
• Context, not Control
• Highly Aligned, Loosely Coupled
• Pay Top of Market
• Promo<ons & Development


2.How Google Analytics Attributes Traffic From Facebook

Google Analytics separates these attributions into two types: last touch attributions and assisted attributions. ( Conversions-Multi-Channel Funnels-Assisted Conversions )

But the Facebook Ads Manager platform can’t see the assist part of a transaction because it has no visibility into other platforms.

3.How to Create the Ultimate Affiliate Marketing Tool Kit for Your Affiliates

About Us
Product Specs
Product Highlights, Features and Benefits
Press Releases
Sample Product Reviews
Taglines and Key Marketing Phrases
Contact Info

4.The Guide to Influencer Marketing Automation pdf

Influencer Marketing Automation (IMA) is a new industry category of content marketing that combines all five critical components of influencer marketing:
1. Influencer Recruitment
2. Influencer Selection
3. Workflow Automation
4. Analytics
5. Optimized Distribution

5.Google’s European MonopolyPie chart comparison of where searches happen in the US vs. EU+UK

Where searches happen on the web in selected countries

6.The Current State of Mobile: CPI, COD, and Where the Profit is for 2018 | AWasia 2017 (Video)


7.The Economist | Slowbalisation: The steam has gone out of globalisation


8.Amazon Influencer Business

1. Amazon is stepping up its efforts to sign up influencers for its affiliate program.
2. In recent weeks, numerous small creators have signed up and been approved for the Amazon Influencer Program.
3. Business Insider obtained a copy of Amazon’s terms of the deals, including details on how much influencers are paid to sell items.
4. Commissions are as high as 10% for Amazon’s private fashion line and as little as 1% for video games and consoles.

Continue reading “Weekly Reading Picks |Volume 1-3”

Marketing Books Collection


The Art of SEO: Mastering Search Engine Optimization
Search Engine Optimization All-In-One For Dummies
SEO 2018 Learn  Search Engine Optimization With Smart Internet Marketing Strategy
Google 官方:Search Engine Optimization Starter Guide:

Pay Per Click Search Engine Marketin For Dummies

Social Media Marketing All-In-One For Dummies

Influencer Marketing
Influencer Marketing For Dummies
Content Marketing Strategies  For Dummies

Affiliate Marketing
Affiliate Program Management: An Hour A Day
Performance Partnerships: The Checkered Past, Changing Present and Exciting Future of Affiliate Marketing
The Big Affiliate Marketing Handbook by iabuk
Affiliate Marketing Programme Buyer’s Guide by PerformanceIN

Programmatic advertising
Targeted: How Technology Is revolutionizing Advertising and the Way Companies Reach Consumers
Programmatic Advertising: The Successful Transformation to Automated, Data- Driven Marketing in Real-Time
The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers
Programmatic In-Housing: Benefits, Challenges and Key Steps to Building Internal Capabilities  by IAB

Mobile App Marketing and Monetization

《流量的秘密:Google Analytics 网站分析和优化技巧》
《精通搜索分析》 by Brent Chaters
Web Analytics 2.0
Competitive Intelligencce  By Chris West
Google 官方课程学习:https://analytics.google.com/analytics/academy/


《amazon 大卖家》


《Python编程: 从入门到实践》


1. 刘鹏(北冥乘海生)的计算广告学在线课程,网易云课堂上有, 讲的比较全,从计算广告学的发展历史上讲的,偏DSP视角
2. 百度计算广告学课程, 搜索引擎视角。 链接:百度开发研究社区
3. 斯坦福公开课Introduction to Computational Advertising,http://web.stanford.edu/class/msande239/


互联网广告算法和系统实践 老王卖瓜 王勇睿

1. 《浪潮之巅》,吴军,可以先看盈利模式的描述,之后再看全书,会比较靠谱;
2. 《营销管理》,科特勒,理解为什么需要营销,以及广告的价值;
3. 《推荐系统实践》,理解互联网对于用户数据的运用;
4. 《消费者行为学》,理解广告对于消费者的价值;
5. 《引爆点》,理解传播链;(其实这块儿跟社会化营销和整合营销关系比较密切)
6. GA相关的书籍,理解站内用户数据分析及互联网用户的转化链模型;
7. 《顾客为什么买》,理解零售业的转化逻辑;
8. DCCI的广告白皮书,易观的效果营销行业报告,艾瑞的广告行业报告和深度报告如DSP等,理解行业的产业链,以及每个产业链上的作用。
9. 之后就是针对垂直领域的学习了,我们公司主要做电商的引流和转化,所以我看了黄若的《我看电商》、胖胡斐的《玩法变了》和子柳的《淘宝技术这十年》;
其实互联网广告本质上市对于流量的一种增值售卖,卖给谁,需要达到怎样的效果,没有一个通用的公式,需要对于技术(如RTB/deep learning)的理解、需要对互联网广告整体行业的理解(如展示广告产业链、效果广告产业链、搜索广告产业链)、对于客户营销需求的把控(如digital、互动、传播、品牌)、对于广告价值的理解。

Programmatic Advertising
1. Targeted: How Technology Is Revolutionizing Advertising and the Way Companies Reach Consumers
2. Ad Serving Technology: Understand the marketing revelation that commercialized the Internet
3. The Retargeting Playbook: How to Turn Web-Window Shoppers into Customers
4. Introduction to Programmatic Advertising
5. Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time
The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns
Make Money Blogging: Proven Strategies to Make Money Online while You Work from Home

Digital Marketing books
1.Permission Marketing (Seth Godin)
2. Contagious: Why Things Catch On (Jonah Berger)
3. Social Media ROI (Olivier Blanchard)
4. YOUtility: Why Smart Marketing is about Help Not Hype (Jay Baer)
5. Influence: The Psychology of Persuasion (Robert Cialdini)
6. Epic Content Marketing (Joe Pulizzi)
7. Crush It!: Why NOW Is the Time to Cash In on Your Passion (Gary Vaynerchuk)
8. Simple: Conquering the Crisis of Complexity (Alan Siegel and Irene Etzkorn)
9. Audience: Marketing in the Age of Subscribers, Fans, and Followers (Jeff Rohrs)
10. Creative Confidence (Tom Kelley and David Kelley)
11. Jab, Jab, Jab, Right Hook (Gary Vaynerchuk)

#1 The New Rules of Marketing & PR
#2 Lean Analytics
#3 Jab Jab Jab Right Hook
#4 Web Analytics 2.0
#5 Ogilvy on Advertising


  1. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity by Kaushik, Avinash 1st edition (2009) Paperback: Avinash Kaushik: Amazon.com: Books
  2. An Hour a Day: Avinash Kaushik: 9780470130650: Amazon.com: Books


A Step-By-Step Guide To Writing Copy That Sells: Robert W. Bly: 9780805078046: Amazon.com: Books

Words that Sell: More than 6000 Entries to Help You Promote Your Products, Services, and Ideas (9780071467858): Richard Bayan: Books


The Power to Charge Your Life with Money, Meaning, and Momentum: Neil Patel, Patrick Vlaskovits, Jonas Koffler: 9781623367169: Amazon.com: Books

David Ogilvy: 9780394729039: Amazon.com: Books

Why Things Catch On: Jonah Berger: 9781451686586: Amazon.com: Books

CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone: Drew Eric Whitman: 9781601630322: Amazon.com: Books

  1. Permission Marketing (Seth Godin)
    For digital marketers, this is really the book that started it all. The concept of “permission marketing” seems obvious today, but in 1999 it was ground breaking.
  2. Contagious: Why Things Catch On (Jonah Berger)
    This book provides brilliant insights into the psychology behind infectious content , techniques to create “triggers” that make people think of your brand, and the secret ingredients to drive word-of-mouth marketing.
  3. Social Media ROI (Olivier Blanchard)
    Chock-full of best practices and practical solutions, this book demystifies the business of social media. It’s an invaluable tool to anyone trying to sell social media strategy in a “traditional” business environment.
  4. YOUtility: Why Smart Marketing is about Help Not Hype (Jay Baer)
    Want your marketing efforts to succeed? Try being helpful ! YOUtility provides real-world examples of companies that have moved beyond selling to provide real value — and built a fiercely loyal audience along the way.
  5. Influence: The Psychology of Persuasion (Robert Cialdini)
    This classic book on persuasion is one of the all-time bestsellers among psychology-based business books. While not specific to digital marketing, it definitively explains what makes people say “yes.”
  6. Epic Content Marketing (Joe Pulizzi)
    As a content marketer, this one is truly close to my heart. Joe Pulizzi provides a roadmap for developing content that is so engaging and so moving that people will actively seek it out — in other words, EPIC content.
  7. Simple: Conquering the Crisis of Complexity (Alan Siegel and Irene Etzkorn)
    While not strictly a marketing book, this fascinating (and quick) read shines a light on the overly complex, hyper-technologized rabbit warren of choices that we’ve all come to accept as “normal.”
  8. Audience: Marketing in the Age of Subscribers, Fans, and Followers(Jeff Rohrs)
    Full disclosure: Jeff is both a friend and a colleague, but that doesn’t change the fact that this book is brilliant. Building and engaging a long-term audience is no longer optional. It’s mission-critical for any business that wants to survive — and “Audience” shows you how.
  9. Creative Confidence (Tom Kelley and David Kelley)
    Required reading for anyone who’s ever thought “I’m just not the creative type.” In fact, creativity is a skill that must be developed and exercised regularly. Through inspiring examples and entertaining narrative, this book demonstrates how to build that creative “muscle.”
  10. QR Code Kill Kittens (Scott Stratten)
    Unlike almost every other business and marketing book on the market, this one tells you what NOT to do. And shows you what NOT to do. In hilarious fashion. Do yourself a favor and just buy this book, before another kitten dies.

Intro to Digital Marketing:

Note: IMHO, digital marketers should be good at psychology since their duties include understanding of behavioral factors of customers and clients.

  • “Contagious: Why Things Catch On” by Jonah Berger,
  • “Influence: The Psychology of Persuasion” by Robert Cialdini,
  • “Pre-Suasion: A Revolutionary Way to Influence and Persuade” by Robert Cialdini,
  • “Permission Marketing” by Seth Godin,
  • “Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising” by Ryan Holiday,
  • “Ogilvy on Advertising” by David Ogilvy,
  • “Creativity, Inc.” by Ed Catmull.

Content Marketing:

  • “Everybody Writes: The Go-To Guide to Creating Ridiculously Good Content” by Ann Handley,
  • “Content Machine: Use Content Marketing to Build a 7-Figure Business With Zero Advertising” by Dan Norris.

Search Engine Optimization:

  • “The Art of SEO: Mastering Search Engine Optimization, 3rd Edition” by Eric Enge, Stephan Spencer, Jessie Stricchiola,
  • “Marketing in the Age of Google” by Vanessa Fox.

Social Media Marketing:

  • “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy, Social World” by Gary Vaynerchuck.

Moreover, digital marketers are required to be kept up to date. Hence, I’d recommend you to subscribe and read blogs on similar subjects such as: