Brand media strategy : integrated communications planning in the digital era /

Brand media strategy : integrated communications planning in the digital era /

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Bibliographic Details
Main Author: Young, Antony, 1964-
Format: Book
Language:English
Published: New York, NY : Palgrave Macmillan, 2014.
Edition:Second edition.
Subjects:
Branding (Marketing).
Internet marketing.
Social media.
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Table of Contents:
  • Google and Facebook
  • The new media playbook
  • A shift from media planning to communications planning
  • Focusing on outcomes, not outputs
  • Insight over analysis
  • 1 + 1 = 3
  • Conducting the orchestra : making integration real
  • Unlocking moments of receptivity
  • Deliver more relevant communications
  • Touch point selection
  • Getting social
  • Execution is the X-factor
  • Measurement and metrics-- Big data and analytics.

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