Digital branding : a complete step-by-step guide to strategy, tactics and measurement /
" 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, channe...
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| Format: | Book |
| Language: | English |
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London :
Kogan Page,
2014.
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Table of Contents:
- Machine generated contents note: 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 touchpoints02 Focusing on value
- Bridging the gap
- Value proposition
- It all comes down to content03 Considering the user journey
- Multichannel marketing
- User journey examples
- Content marketing
- The stages of the user journey
- Mapping the user journey04 Objectives and authenticity
- Branding for differentiation
- Authenticity
- Authentic value propositionPart 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 summary06 Search
- Search engine optimization
- Link building
- SEO summary
- Paid search
- PPC considerations
- Working with PPC agencies
- SEO and PPC working together
- Search conclusions07 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 conclusion08 Online advertising
- Advertising objectives
- App advertising
- Ad networks versus media owners
- Targeting options
- Creative options
- Ad reporting and analytics
- Online advertising conclusions09 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 conclusions10 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 conclusions11 From integration to transmedia campaigns
- Integration
- Multichannel marketing is dead
- Omni-channel marketing
- Transmedia storytelling
- Conclusions
- Part Three Digital brand strategy and measurement12 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 forms13 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 conclusions15 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 action16 The importance of asking questions
- Confirming not predicting
- Sum of experiences
- Checking my dashboard
- No one said it was going to be easyConclusions
- References.