Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement

  • 3h 33m
  • Daniel Rowles
  • Kogan Page
  • 2021

Digital Branding is ideal for marketers and brand strategists who want to enhance their brand's online presence. It provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. Written by a respected Chartered Institute of Marketing (CIM) fellow, course leader and industry thought leader, it examines core marketing areas such as content marketing, social media, search engine optimization and web analytics.

The book delivers a robust framework for planning, brand identity, channel selection and measuring the effectiveness of campaigns, and includes lessons from the BBC, Imperial College London and Hootsuite. Now fully updated, this third edition features new content on brand authenticity, ethics and meaning, as well as updates on social media regulations and social media platforms such as TikTok.

In this Book

  • Foreword
  • Introduction
  • What Digital Branding Really Means
  • Focusing on Value
  • Considering the User Journey
  • Objectives and Authenticity
  • Social Media
  • Search
  • Mobile
  • Online Advertising
  • Email Marketing
  • CRM and Marketing Automation
  • From Integration to Transmedia Campaigns
  • Measuring Digital Branding
  • Primaries and Indicators
  • The Role of Analytics
  • Bridging the Gaps
  • The Importance of Asking Questions
  • Conclusions
  • References and Further Reading