Digital Branding : A complete step-by-step guide to strategy, tactics and measurement

Rowles, Daniel

Kogan Page Ltd（2014/04発売）

• 製本 Hardcover:ハードカバー版／ページ数 220 p.
• 言語 ENG
• 商品コード 9780749476564
• DDC分類 380

Full Description

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.

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