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Full Description
Use digital branding to enhance your online identity and learn how to plan, analyze, optimize and measure the tangible results of your digital brand campaigns, with this second edition of the bestselling book by Daniel Rowles - a respected CIM fellow, course leader, and industry thought leader. Ideal for any marketer or brand strategist to enhance their online brand identity, Digital Branding provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. Drawing together each of the core marketing avenues such as content marketing, social media, search engine optimization and web analytics, it delivers a robust framework for brand planning, identity, channel selection and measuring the effectiveness of campaigns.Featuring new high-profile case studies from Accenture, Tesco and Imperial College London, this second edition contains a complete overhaul of tools and techniques with updates on: -Social media guidelines and policy-How to tackle advancements in mobile marketing and mobile payments-Augmented and virtual realityAs well as featuring a toolkit of free and paid tools, including a valuable checklist (outlining the digital branding process from start to finish), plus measurement devices for multiple channels and purposes.
Contents
Section - 00Section - Part one: Digital branding in perspective;Section - 01: What digital branding really means;Section - 02: Focusing on value;Section - 03: Considering the user journey;Section - 04: Objectives and authenticity;Section - Part two: The digital toolkit;Section - 05: Social media;Section - 06: Search;Section - 07: Mobile;Section - 08: Online advertising;Section - 09: E-mail marketing;Section - 10: CRM and marketing automation;Section - 11: From integration to transmedia campaigns;Section - Part three: Digital brand strategy and measurement;Section - 12: Measuring digital branding;Section - 13: Primaries and indicators;Section - 14: The role of analytics;Section - 15: Bridging the gaps;Section - 16: The importance of asking questions;Section - 17: Conclusions;
