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Digital Branding

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

Paperback Engels 2017 9780749481698
Niet leverbaar.
29,28

Samenvatting

Digital Branding second edition, provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. It draws together each of the core marketing avenues such as 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 social media guidelines and policy, how to tackle advancements in mobile marketing and mobile payments, as well as augmented and virtual reality. The book features a toolkit of free and paid tools, including a valuable checklist, outlining the digital branding process from start to finish, and measurement devices for multiple channels and purposes. Written by a respected CIM fellow and course leader, this succinct handbook is ideal for any marketer or brand strategist to enhance their online brand identity.

Specificaties

ISBN13:9780749481698
Taal:Engels
Bindwijze:paperback
Aantal pagina's:213
Uitgever:Kogan Page
Druk:2
Verschijningsdatum:3-12-2017
Hoofdrubriek:Marketing
ISSN:

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Inhoudsopgave

Foreword
With thanks

Introduction

Part ONE: Digital Branding in Perspective
01: What Digital Branding Really Means
02: Focusing on Value
03: Considering the User Journey
04: Objectives and Authenticity

Part TWO: The Digital Toolkit
05: Social Media
06: Search
07: Mobile
08: Online Advertising
09: E-mail Marketing
10: CRM and Marketing Automation
11: From Integration to Transmedia Campaigns

Part THREE: Digital Brand Strategy and Measurement
12: Measuring Digital Branding
13: Primaries and Indicators
14: The Role of Analytics
15: Bridging the Gaps
16: The Importance of Asking Questions

Conclusions

References and further reading
Index

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        Digital Branding