1.0 Introduction
- 1.1: The State of Digital Marketing in Canada
- 1.2: The Digital Marketing Ecosystem: Meet the Players
- 1.3: Paid, Earned & Owned Media
2.0 Search Engine Marketing
- 2.1: The Roles of Search in Marketing
- 2.2: Search Engine Optimization (SEO) Overview
- 2.3: How Paid Search Works
3.0 Display Advertising
- 3.1: Desktop Display Ad Formats
- 3.2: Display Ad Creative Best Practices
- 3.3: Buying Display Advertising
- 3.4: Mobile Display Ad Formats
- 3.5: Mobile Display Ad Creative
4.0 Video Advertising
- 4.1: The Canadian Digital Video Landscape
- 4.2: Video Ad Formats
- 4.3: Buying Digital Video – Placements and Measurement
- 4.4: Video Creative Best Practices
- 4.5: The Future of Video: OTT and Connected
5.0 Native Advertising
- 5.1: Native Advertising Ad Formats
- 5.2: Why It’s Effective
- 5.3: Guidance on Disclosure
6.0 Content Marketing
- 6.1: How to Develop Great Content
- 6.2: Content Case Studies
- 6.3: Content Measurement
7.0 Social Media Marketing & Advertising
- 7.1: Why Brands Love Social
- 7.2: Measuring Owned Social
- 7.3: Paid Social
- 7.4: Influencer Marketing
8.0 Email Marketing & Advertising
- 8.1: Why Email is Important
- 8.2: Tips for Effective Email Marketing
- 8.3: Measuring Email
- 8.4: CASL
9.0 Mobile Marketing & Advertising
- 9.1: Mobile Marketing Overview
- 9.2: SMS Marketing
- 9.3: Mobile Apps
10.0 The Impact of Programmatic
- 10.1: Why the Shift to Programmatic
- 10.2: How does Programmatic Work?
- 10.3: Programmatic Exercise
- 10.4: Exchange Types
11.0 The Digital Campaign Process
- 11.1: The Workflow Overview
- 11.2: Campaign Types
- 11.3: Brand Safety/Suitability
- 11.4: Media Research and Measurement
- 11.5: Viewability
- 11.6: How ads are trafficked
- 11.7: Digital Ad Targeting
- 11.8: Tracking and Measurement
- 11.9: Campaign Attribution
12.0 Policy and Regulations
- 12.1: Why this is Important
- 12.2: Canadian Regulation
- Global Regulation