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

ISBN-13: 9781398603189 / Angielski / Miękka / 2022 / 232 str.

Daniel Rowles

Opis

Take control of your brand's online presence with this bestselling guide that shows you how to plan, analyze, optimize and measure the tangible results of your digital campaigns.

Recenzje

"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

Spis treści

• • 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;

O autorze

Daniel Rowles, based in Jersey, has more than 20 years of digital marketing experience on both client and agency sides. A CIM fellow and course director, he is the 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. He is also the author of Digital Branding, Mobile Marketing and Podcasting Marketing Strategy, also published by Kogan Page