Digital Branding
Kogan Page Ltd (Verlag)
978-0-7494-6995-5 (ISBN)
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Digital Branding gives step-by-step, practical guidance on how to build a brand online. Through exploring topics like content marketing, social media, search optimisation and web analytics, Daniel Rowles develops a robust framework for brand planning, channel selection and measuring the effectiveness of your brand campaigns.
Digital Branding contains real world case studies, a guide to the free and paid tools that can help measure digital branding in each of the different online channels, examples of social guidelines, process and policy and an original step-by-step digital branding process along with measurement techniques and guidelines.
Daniel Rowles has worked in digital marketing for almost 15 years on both the client and agency sides. He is a Course Director for the CIM, trains on behalf of Econsultancy and Utalk Marketing, and has been a judge for the CIM Marketing Excellence Awards since 2010. He is the co-host of the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His company - TargetInternet.com - has helped clients of all types to use digital marketing more effectively, including the BBC, Vodafone, Mastercard, Aviva and Warner Brothers. He is also the author of Mobile Marketing (Kogan Page, 2013).
Chapter - 00: Introduction;
Section - ONE: Digital branding in perspective;
Chapter - 01: What digital branding really means;
Chapter - 02: Focusing on value;
Chapter - 03: Considering the user journey;
Chapter - 04: Objectives and authenticity;
Section - TWO: The digital toolkit;
Chapter - 05: Social media;
Chapter - 06: Search;
Chapter - 07: Mobile;
Chapter - 08: Online advertising;
Chapter - 09: E-mail marketing;
Chapter - 10: CRM and marketing automation;
Chapter - 11: From integration to transmedia campaigns;
Section - THREE: Digital brand strategy and measurement;
Chapter - 12: Measuring digital branding;
Chapter - 13: Primaries and indicators;
Chapter - 14: The role of analytics;
Chapter - 15: Bridging the gaps;
Chapter - 16: The importance of asking questions
| Erscheint lt. Verlag | 3.4.2014 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 155 x 235 mm |
| Gewicht | 379 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-7494-6995-1 / 0749469951 |
| ISBN-13 | 978-0-7494-6995-5 / 9780749469955 |
| Zustand | Neuware |
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