Digital Branding
A Complete Step-by-Step Guide to Strategy, Tactics and Measurement
Published on 3. January 2015
Book
Hardback
232 pages
978-0-7494-7656-4 (ISBN)
Description
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.
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.
Reviews / Votes
"Detailed enough for experienced digital marketers, but clear enough for marketers new to digital, or even non-marketers." * Bianca Smith, Tap Dancing Spiders * "A solid reference guide to digital strategy...Rowles ties everything together for the CMO or marketing-savvy business owner who must once again confront their digital strategists. ..Approaches digital strategy with an academic rigor, all the while kindly bothering to lay out the primary purpose of digital branding in clear, accessible English." * Said Hamideh, Examiner.com * "Provides a step-by-step, practical framework for brand planning, channel selection and measuring the effectiveness of brand campaigns. Digital Branding is a seminal guide that should be considered a mandatory study for anyone charged with corporate responsibilities for advertising and promoting their company's services and/or products." * Midwest Book Review, Library Bookwatch, The Business Shelf * "A 'must' for any interested in online digital branding opportunities." * Midwest Book Review, California Bookwatch, The Business Shelf * "A must for any interested in online digital branding opportunities." * Midwest Book Review, California Bookwatch, The Business Shelf *More details
Edition
Re-issue
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Product notice
Cloth over boards
Dimensions
Height: 240 mm
Width: 162 mm
Thickness: 17 mm
Weight
506 gr
ISBN-13
978-0-7494-7656-4 (9780749476564)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Daniel Rowles
Digital Branding
A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement
Book
12/2017
2nd Edition
Kogan Page Ltd
€25.00
Article exhausted; check for reprint
Additional editions
Book
04/2014
1st Edition
Kogan Page Ltd
€50.94
Article exhausted; check for reprint
Person
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).
Content
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
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