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

3.96/5 (27 ratings by Goodreads)
  • Formāts: 232 pages
  • Izdošanas datums: 03-Jan-2022
  • Izdevniecība: Kogan Page Ltd
  • Valoda: eng
  • ISBN-13: 9781398603196
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Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and MeasurementPalielināt
  • Formāts: 232 pages
  • Izdošanas datums: 03-Jan-2022
  • Izdevniecība: Kogan Page Ltd
  • Valoda: eng
  • ISBN-13: 9781398603196
Citas grāmatas par šo tēmu:

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Take control of your brand's online presence with this bestselling guide that shows you how to plan, analyze, optimize and measure the tangible results of your digital campaigns.

Every decision and action you make contributes to your brand, so it makes sense that everything you do digitally also contributes to your digital brand. Use this bestselling guide to strengthen your brand's online presence and explore core marketing avenues.

Digital Branding is ideal for marketers and brand strategists who want to enhance their brand's online presence. It provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. Written by a respected Chartered Institute of Marketing (CIM) fellow, course leader and industry thought leader, it examines core marketing areas such as content marketing, social media, search engine optimization and web analytics.

The book delivers a robust framework for planning, brand identity, channel selection and measuring the effectiveness of campaigns, and includes lessons from the BBC, Imperial College London and Hootsuite. Now fully updated, this third edition features new content on brand authenticity, ethics and meaning, as well as updates on social media regulations and social media platforms such as TikTok.

Recenzijas

"In the fast-paced world of digital media, every marketer needs a bible - I can't recommend it enough." * Gemma Butler, Marketing Director, Chartered Institute of Marketing * "Worthy of a spot on your desk if you're passionate about delivering results through digital channels. A practical yet strategically minded guide - I highly recommend." * Tim Ruthven, Director of Marketing and Communications at Imperial College Business School * "The definitive hands-on guide to digital tactics and strategy." * Ciaran Rogers, Host of the Digital Marketing Podcast *

Foreword xiii
Chris Daly
Acknowledgements xv
Introduction 1(2)
PART ONE Digital branding in perspective
3(42)
01 What digital branding really means
7(8)
How digital has changed branding
7(1)
Global soapbox
8(1)
Social media fail
9(1)
Traditional brand metrics
9(1)
Sum of all experiences
10(1)
Clarifying touchpoints
10(1)
The role of digital transformation
11(4)
02 Focusing on value
15(10)
Bridging the gap
15(1)
Value proposition
16(3)
It all comes down to content
19(6)
03 Considering the user journey
25(14)
Multichannel marketing
25(1)
User journey examples
25(4)
Content marketing
29(1)
The stages of the user journey
30(2)
Content mapping
32(1)
Value proposition and user journey
32(1)
Mapping the user journey
33(6)
04 Objectives and authenticity
39(6)
Branding for differentiation
40(1)
Authenticity
41(1)
Authentic value proposition
42(3)
PART TWO The digital toolkit
45(118)
05 Social media
47(26)
Social is personal
47(1)
User journey and value proposition
48(1)
Content and engagement
48(1)
Mobile social media experience
48(1)
Informing your social media approach
49(3)
Social media monitoring and listening tools
52(3)
Analytics
55(1)
Real-world integration
55(1)
Effectively implementing a social media policy
55(1)
Culture and process
56(2)
How to avoid a social media disaster
58(6)
Social media crisis management plan
64(2)
Outreach, engagement and ego
66(5)
Social media conclusions
71(2)
06 Search
73(28)
Enter the drumming gorilla
73(3)
Search engine optimization
76(2)
Keyword research for SEO
78(4)
On-page optimization
82(5)
Link building
87(1)
Social signals
88(1)
User Behaviour
88(1)
Measuring link authority
89(1)
SEO summary
90(1)
Paid search
91(4)
PPC considerations
95(2)
SEO and PPC working together
97(1)
Search conclusions
97(4)
07 Mobile
101(10)
Technology for the sake of technology
101(1)
User journey and context
102(1)
Local intent
103(1)
Integrated devices
103(1)
The technology distraction
103(1)
Mobile compatible is not mobile optimized
104(1)
Technology challenges
104(1)
Audience segmentation
105(1)
Frictionless technology
106(1)
Mobile sites and responsive design
106(1)
Start with the fundamentals
106(3)
Mobile apps
109(1)
Mobile conclusions
109(2)
08 Online advertising
111(10)
Advertising objectives
112(1)
Ad networks versus media owners
113(1)
Targeting options
114(1)
Creative options
115(1)
Ad reporting and analytics
115(1)
Online advertising conclusions
116(5)
09 Email marketing
121(26)
Focusing on the user
121(1)
Email isn't exciting
121(2)
Ease of iteration
123(1)
Focusing on relevance
124(1)
Email and the user journey
125(1)
Going beyond last click
125(2)
Selecting an email service provider
127(1)
Gaining opt-ins and building a list
128(2)
List segmentation
130(1)
Open rates and click-through rates
131(1)
Email design
132(2)
Email templates
134(2)
Sending and testing
136(2)
Dynamic content generation and rules
138(1)
Email marketing conclusions
139(8)
10 CRM and marketing automation
147(12)
Definitions and practicalities
147(1)
Single customer view and bringing data together
148(2)
CRM and ESP Integration
150(2)
Advanced personalization and triggering
152(1)
Marketing automation
153(1)
The lead nurturing process
153(1)
Automation scoring
153(3)
More advanced automation options
156(1)
Testing, learning and adjusting
157(1)
A warning on marketing automation
157(1)
CRM and automation conclusions
158(1)
11 From integration to transmedia campaigns
159(4)
Integration
159(1)
Multichannel marketing is dead
159(1)
Omni-channel marketing
160(1)
Transmedia storytelling
161(1)
Integration to transmedia conclusions
162(1)
PART THREE Digital brand strategy and measurement
163(42)
12 Measuring digital branding
167(8)
Defining brand value and valuation
167(1)
Understand the value of every marketing activity
167(1)
For perfection we need a mind-reading device
168(1)
Digital shot itself in the foot
168(1)
TV has culture, digital doesn't yet
168(1)
Filling the gaps
169(1)
Benchmarked social measures
169(2)
Measurement comes in many forms
171(4)
13 Primaries and indicators
175(4)
Beyond the last click
175(2)
Digital branding dashboards
177(2)
14 The role of analytics
179(16)
The marvels of Google analytics
179(1)
Setting up analytics
180(1)
Core reports
181(6)
Multichannel funnels
187(3)
Tracking code
190(1)
Dashboards and analytics
191(1)
Analytics conclusions
192(3)
15 Bridging the gaps
195(6)
Gap correlation
195(1)
Keeping it simple - and the danger of selecting the wrong primaries
196(1)
Bring in offline channels and experiences
197(1)
Offline indicators
198(2)
A word on contribution
200(1)
Seeing it in action
200(1)
16 The importance of asking questions
201(4)
Confirming not predicting
201(1)
Sum of experiences
202(1)
Checking my dashboard
202(1)
No one said it was going to be easy
203(2)
Conclusions 205(2)
References and further reading 207(6)
Index 213
Daniel Rowles, based in Jersey, has more than 25 years of digital marketing experience on both client and agency sides. He is a CIM fellow and course director and the lead judge for the CIM Marketing Excellence Awards. Rowles also lectures at Imperial College London and Cranfield School of Management and co-hosts the Digital Marketing Podcast, a global top-10 business podcast on iTunes. His digital marketing company, TargetInternet.com, supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco. He is also the author of Building Digital Culture, Mobile Marketing and Podcasting Marketing Strategy, also published by Kogan Page.
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