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

Overview

In a fast changing environment where social media has a heavy impact on marketing and branding efforts, Digital Branding provides guidance on creating, implementing and measuring digital campaign strategies. Daniel Rowles presents a step-by-step, practical framework for brand planning, channel selection and measuring the effectiveness of brand campaigns. 

Exploring topics like content marketing, social media, search optimization and web analytics, Digital Branding contains ...

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

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Overview

In a fast changing environment where social media has a heavy impact on marketing and branding efforts, Digital Branding provides guidance on creating, implementing and measuring digital campaign strategies. Daniel Rowles presents a step-by-step, practical framework for brand planning, channel selection and measuring the effectiveness of brand campaigns. 

Exploring topics like content marketing, social media, search optimization and web analytics, Digital Branding contains real world case studies, a guide to free and paid tools to help measure the ROI from various online channels, and examples of social guidelines, process and policy.

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Editorial Reviews

Examiner.com - Said Hamideh
"[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."
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Product Details

  • ISBN-13: 9780749469955
  • Publisher: Kogan Page, Ltd
  • Publication date: 4/28/2014
  • Pages: 232
  • Sales rank: 1,081,880
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.70 (d)

Meet the Author


Daniel Rowles
has worked in digital marketing on both the client and agency sides. He is currently a Course Director for the Chartered Institute of Marketing (CIM) and trains on behalf of Econsultancy. He is also a lecturer for Imperial College London. He 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, helps clients of all types to use digital marketing more effectively, including the BBC, Vodafone, Mastercard, Aviva and Warner Brothers.

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Table of Contents

Foreword
Introduction

Part One Digital branding in perspective

01 What digital branding really means
How digital has changed branding
Global soapbox
Social medial fail
Traditional brand metrics
Sum of all experiences
Clarifying touchpoints

02 Focusing on value
Bridging the gap
Value proposition
It all comes down to content

03 Considering the user journey
Multichannel marketing
User journey examples
Content marketing
The stages of the user journey
Mapping the user journey

04 Objectives and authenticity
Branding for differentiation
Authenticity
Authentic value proposition

Part Two The digital toolkit

05 Social media
Social is personal
User journey and value proposition
Content and engagement
Mobile social media experience
Informing your social media approach
Real-world integration
Policy and planning
Outreach, engagement and ego
Social measurement
Sentiment analysis
Social media advertising
Social media summary

06 Search
Search engine optimization
Link building
SEO summary
Paid search
PPC considerations
Working with PPC agencies
SEO and PPC working together
Search conclusions

07 Mobile
Technology for the sake of technology
User journey and context
Local intent
Integrated devices
The technology distraction
Mobile compatible is not mobile optimized
Technology challenges
Audience segmentation
Frictionless technology
Mobile sites and responsive design
Start with the fundamentals
Mobile apps
Mobile conclusion

08 Online advertising
Advertising objectives
App advertising
Ad networks versus media owners
Targeting options
Creative options
Ad reporting and analytics
Online advertising conclusions

09 E-mail marketing
E-mail isn’t exciting
Ease of iteration
The state of e-mail marketing
Focusing on relevance
E-mail and the user journey
Going beyond last click
Selecting an e-mail service provider
Gaining opt-ins and building a list
E-mail sign-up versus social connection
List segmentation
Open rates and click-through rates
E-mail templates and design
Sending and testing
Dynamic content generation and rules
E-mail marketing conclusions

10 CRM and marketing automation
Definitions and practicalities
Single customer view and bringing data together
CRM and ESP integration
Advanced personalization and triggering
Marketing automation
The lead nurturing process
Automation scoring
More advanced automation options
Testing, learning and adjusting
A warning on marketing automation
CRM and automation conclusions

11 From integration to transmedia campaigns
Integration
Multichannel marketing is dead
Omni-channel marketing
Transmedia storytelling
Conclusions

Part Three Digital brand strategy and measurement

12 Measuring digital branding
Defining brand value and valuation
Understand the value of every marketing activity
For perfection we need a mind-reading device
Digital shot itself in the foot
TV has culture, digital doesn’t... yet
Filling the gaps
Measurement comes in many forms

13 Primaries and indicators
Beyond the last click
Digital branding dashboards

14 The role of analytics
The marvels of Google Analytics
Setting up analytics
Core reports
Multi-channel funnels
Tracking code
Dashboards and analytics
Analytics conclusions

15 Bridging the gaps
Gap correlation
Keeping it simple – and the danger of selecting the wrong primaries
Bring in offline channels and experiences
Offline indicators
A word on contribution
Seeing it in action

16 The importance of asking questions
Confirming not predicting
Sum of experiences
Checking my dashboard
No one said it was going to be easy

Conclusions
References

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