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Innovation and Best Practice
for Business Success

Established 1967



Digital Branding

Digital Branding

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

Daniel Rowles

£24.99

This book explores how digital branding can be harnessed, and measured, so we can look at the true ROI of our efforts and understand how they impact brand.

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About the book

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.


Table Of Contents

    • 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



Reviews

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


Book Details

  • EAN: 9780749469955
  • Edition: 1
  • Published: 3rd April 2014
  • Paperback
  • Dimensions: 234x156
  • 232 pages

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 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).


Daniel Rowles


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