Digital Branding
A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement
2nd Edition
Published on 3. December 2017
Book
Hardback
232 pages
978-1-3986-9414-9 (ISBN)
Description
Use digital branding to enhance your online identity and learn how to plan, analyze, optimize and measure the tangible results of your digital brand campaigns, with this second edition of the bestselling book by Daniel Rowles - a respected CIM fellow, course leader, and industry thought leader.
Ideal for any marketer or brand strategist to enhance their online brand identity, Digital Branding provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results.
Drawing together each of the core marketing avenues such as content marketing, social media, search engine optimization and web analytics, it delivers a robust framework for brand planning, identity, channel selection and measuring the effectiveness of campaigns.
Featuring new high-profile case studies from Accenture, Tesco and Imperial College London, this second edition contains a complete overhaul of tools and techniques with updates on:
-Social media guidelines and policy
-How to tackle advancements in mobile marketing and mobile payments
-Augmented and virtual reality
As well as featuring a toolkit of free and paid tools, including a valuable checklist (outlining the digital branding process from start to finish), plus measurement devices for multiple channels and purposes.
Ideal for any marketer or brand strategist to enhance their online brand identity, Digital Branding provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results.
Drawing together each of the core marketing avenues such as content marketing, social media, search engine optimization and web analytics, it delivers a robust framework for brand planning, identity, channel selection and measuring the effectiveness of campaigns.
Featuring new high-profile case studies from Accenture, Tesco and Imperial College London, this second edition contains a complete overhaul of tools and techniques with updates on:
-Social media guidelines and policy
-How to tackle advancements in mobile marketing and mobile payments
-Augmented and virtual reality
As well as featuring a toolkit of free and paid tools, including a valuable checklist (outlining the digital branding process from start to finish), plus measurement devices for multiple channels and purposes.
Reviews / Votes
"In the fast-paced world of digital media, every marketer needs a bible - I can't recommend it enough." * Gemma Butler, Associate Director of Marketing, Chartered Institute of Marketing * "Worthy of a spot on your desk if you're passionate about delivering results through digital channels. A practical yet strategically minded guide - I highly recommend." * Tim Ruthven, Head of Marketing Innovation, Imperial College Business School * "The definitive hands-on guide to digital tactics and strategy." * Ciaran Rogers, Host. of the Digital Marketing Podcast *More details
Edition
2nd Revised edition
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Product notice
Cloth over boards
Dimensions
Height: 240 mm
Width: 164 mm
Thickness: 24 mm
Weight
585 gr
ISBN-13
978-1-3986-9414-9 (9781398694149)
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
01/2022
3rd Edition
Kogan Page Ltd
€104.50
Article exhausted; check for reprint
Additional 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
Person
Daniel Rowles has more than 20 years of digital marketing experience on both client and agency sides. A CIM fellow and course director, he is lead judge for their CIM Marketing Excellence award. Rowles also lectures at Imperial College London and Cranfield School of Management, and co-hosts the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His digital marketing company TargetInternet.com supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco.
Content
Section - 00: Introduction;
Section - Part one: Digital branding in perspective;
Section - 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: E-mail 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: Conclusions;
Section - Part one: Digital branding in perspective;
Section - 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: E-mail 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: Conclusions;