Daniel Rowles

Digital Branding (eBook, ePUB)

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

• Format: ePub

Produktbeschreibung

Every decision and action you make contributes to your brand, so it makes sense that everything you do digitally also contributes to your digital brand. Use this bestselling guide to strengthen your brand's online presence and explore core marketing avenues.

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.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 232
• Erscheinungstermin: 3. Januar 2022
• Englisch
• ISBN-13: 9781398603196
• Artikelnr.: 63115481

Autorenporträt

Daniel Rowles, based in Jersey, has more than 25 years of digital marketing experience on both client and agency sides. He is a CIM fellow and course director and the lead judge for the CIM Marketing Excellence Awards. Rowles also lectures at Imperial College London and Cranfield School of Management and co-hosts the Digital Marketing Podcast, a global top-10 business podcast on iTunes. His digital marketing company, TargetInternet.com, supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco. He is also the author of Building Digital Culture, Mobile Marketing and Podcasting Marketing Strategy, also published by Kogan Page.

Inhaltsangabe

Chapter
00: Introduction; Section
PART ONE: Digital branding in perspective; Chapter
01: What digital branding really means; Section
02: Focusing on value; Section
03: Considering the user journey; Section
04: Objectives and authenticity; Section
PART TWO: The digital toolkit; Section
05: Social media; Section
06: Search; Section
07: Mobile; Section
08: Online advertising; Section
09: Email marketing; Section
10: CRM and marketing automation; Section
11: From integration to transmedia campaigns; Section
PART THREE: Digital brand strategy and measurement; Section
12: Measuring digital branding; Section
13: Primaries and indicators; Section
14: The role of analytics; Section
15: Bridging the gaps; Section
16: The importance of asking questions; Section
17: Conclusion;

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• • Chapter - 00: Introduction;
• Section - PART ONE: Digital branding in perspective;
• • Chapter - 01: What digital branding really means;
• Section - 02: Focusing on value;
• Section - 03: Considering the user journey;
• Section - 04: Objectives and authenticity;
• Section - PART TWO: The digital toolkit;
• Section - 05: Social media;
• Section - 06: Search;
• Section - 07: Mobile;
• Section - 08: Online advertising;
• Section - 09: Email marketing;
• Section - 10: CRM and marketing automation;
• Section - 11: From integration to transmedia campaigns;
• Section - PART THREE: Digital brand strategy and measurement;
• Section - 12: Measuring digital branding;
• Section - 13: Primaries and indicators;
• Section - 14: The role of analytics;
• Section - 15: Bridging the gaps;
• Section - 16: The importance of asking questions;
• Section - 17: Conclusion;

Rezensionen

"In the fast-paced world of digital media, every marketer needs a bible - I can't recommend it enough." Gemma Butler, Marketing Director, Chartered Institute of Marketing