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

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 any marketer or brand strategist to enhance their brand's online presence, and provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. Written by a respected 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.

Digital Branding delivers a robust framework for brand planning, identity, channel selection and measuring the effectiveness of campaign and includes lessons from Heineken, Cadbury, and Pepsi. Now fully updated, this third edition features new sections on brand authenticity, ethics and meaning as well as updates on social media regulations and new social media platforms such as TikTok.

ISBN-13: 9781398603189

Media Type: Paperback

Publisher: Kogan Page - Ltd.

Publication Date: 01-25-2022

Pages: 232

Product Dimensions: 6.22(w) x 9.25(h) x 0.47(d)

Daniel Rowles, based in St Mary, Jersey, has more than 20 years of digital marketing experience on both client and agency sides. A The Chartered Institute of Marketing (CIM) fellow and course director, he is the lead judge for the CIM Marketing Excellence award. Rowles also lectures at Imperial College London and Cranfield School of Management, and co-hosts the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His digital marketing company TargetInternet.com supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco.

Table of Contents

** Chapter - 00: Introduction; * Section - ONE Part 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 Part 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 Part 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; ** Chapter - 17: Conclusions; Show More