Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics and Measurement
Daniel Rowles introduces his new book.
‘Brand awareness’ is an excuse used by marketers when they don’t know the value of what they are doing. If they are asked the question ‘how does that social media campaign impact the business?’ and the answer is ‘it’s good for brand awareness’, then it generally means they haven’t got a clue.
Most of us don’t sell things online with a credit card payment facility. Most businesses have sales transactions in which the sale takes place somewhere other than our own website. It is therefore very hard to work out what the return on investment (ROI) is for the digital activity we carry out (particularly when we involve social media). ‘Brand build-ing’ or ‘brand awareness’ are terms that are often used as the objective for work where the true objectives are not clear.
This book aims to demystify what brand actually is in a digital world, to show what it is doing for the bottom line, how it can be achieved and, most importantly, how it can be measured and improved.
This book will help you to build a robust framework for planning, implementing and measuring the effectiveness of your digital campaigns. This will mean that you are able to develop a measureable digital strategy based on clear objectives.
The book is split into three key sections:
1 Digital branding in perspective
This part explores what we really mean by branding, and how this has completely changed because of digital marketing channels and technology. We explore what we really need to understand in order to be able to measure the effectiveness of our digital campaigns.
2 The digital toolkit – the user journey and digital channels
Part Two looks at the practicalities of using all of the digital channels and tools available to us. We explore topics such as social media, mobile marketing and search optimization, while connecting them all up to the user journey.
3 Digital brand strategy and measurement
In the final part we build a process for developing a digital strategy that can be implemented, measured and improved. We look at a robust framework for measuring all elements of our digital activity, including how to calculate the ROI of social media. Most importantly it will be made clear how the strategies we develop are related to our business objectives.
About the Author: 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 also 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.