Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics and Measurement
- 3h 10m
- Daniel Rowles
- Kogan Page
- 2014
In a fast changing environment where social media has a heavy impact on marketing and branding efforts, Digital Branding provides guidance on creating, implementing and measuring digital campaign strategies. Daniel Rowles presents a step-by-step, practical framework for brand planning, channel selection and measuring the effectiveness of brand campaigns.
Exploring topics like content marketing, social media, search optimization and web analytics, Digital Branding contains real world case studies, a guide to free and paid tools to help measure the ROI from various online channels, and examples of social guidelines, process and policy.
In this Book
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Digital Branding—A Complete Step-by-Step Guide to Strategy, Tactics and Measurement
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Foreword
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Introduction
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What digital branding really means
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Focusing on value
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Considering the user journey
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Objectives and authenticity
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Social media
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Search
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Mobile
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Online advertising
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E-mail marketing
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CRM and marketing automation
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From integration to transmedia campaigns
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Measuring digital branding
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Primaries and indicators
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The role of analytics
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Bridging the gaps
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The importance of asking questions
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Conclusions
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References and further reading
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With Thanks
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