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Digital Branding

Digital Branding

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

Daniel Rowles


Provides a step-by-step framework to build, optimize and measure online branding, including cutting edge updates on mobile marketing, augmented/virtual reality and new practical tools to implement them.

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About the book

Digital Branding, second edition gives step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. This succinct handbook draws together each of the core marketing avenues like content marketing, social media, search engine optimization and web analytics, to deliver a robust framework for brand planning, identity, channel selection and measuring the effectiveness of campaigns.

The second edition of Digital Branding contains a complete overhaul of tools and techniques for straightforward application, plus new high profile case studies including Accenture, Tesco and Imperial College London. Important updates are made on how to tackle advancements in mobile marketing, mobile payments as well as augmented and virtual reality. The book includes an insightful toolkit of free and paid tools to measure digital branding across the multiple channels and purposes. Updates on social guidelines and policy also accompany a valuable checklist, outlining the digital branding process from start to finish. Written by a highly respected CIM professional, marketers and brand strategists will gain a highly efficient handbook to enhance their online brand identity.

Table Of Contents

  • 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

Book Details

  • EAN: 9780749481698
  • Edition: 2
  • Published: 3rd December 2017
  • Paperback
  • Dimensions: 234x156
  • 232 pages

About the Author

Daniel Rowles has more than 20 years of digital marketing experience on both client and agency sides. He is a Course Director for the CIM, lecturer at Imperial College London and Cranfield School of Management and lead judge of the CIM Marketing Excellence awards. Rowles hosts the Digital Marketing Podcast, a global top-ten business podcast on iTunes. Through his digital marketing company TargetInternet.com, he supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco.

Daniel Rowles