Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement, 3rd Edition
- Length: 232 pages
- Edition: 3
- Language: English
- Publisher: Kogan Page
- Publication Date: 2022-01-25
- ISBN-10: 1398603201
- ISBN-13: 9781398603202
- Sales Rank: #0 (See Top 100 Books)
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.
Foreword by Chris Daly Acknowledgements Introduction Part One Digital branding in perspective 01 What digital branding really means How digital has changed branding Global soapbox Social media fail Traditional brand metrics Sum of all experiences Clarifying touchpoints The role of digital transformation 02 Focusing on value Bridging the gap Value proposition It all comes down to content 03 Considering the user journey Multichannel marketing User journey examples Content marketing The stages of the user journey Content mapping Value proposition and user journey Mapping the user journey 04 Objectives and authenticity Branding for differentiation Authenticity Authentic value proposition Part 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 Social media monitoring and listening tools Analytics Real-world integration Effectively implementing a social media policy Culture and process How to avoid a social media disaster Social media crisis management plan Outreach, engagement and ego Social media conclusions 06 Search Enter the drumming gorilla Search engine optimization Keyword research for SEO On-page optimization Link building Social signals User Behaviour Measuring link authority SEO summary Paid search PPC considerations SEO and PPC working together Search conclusions 07 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 conclusions 08 Online advertising Advertising objectives Ad networks versus media owners Targeting options Creative options Ad reporting and analytics Online advertising conclusions 09 Email marketing Focusing on the user Email isn’t exciting Ease of iteration Focusing on relevance Email and the user journey Going beyond last click Selecting an email service provider Gaining opt-ins and building a list List segmentation Open rates and click-through rates Email design Email templates Sending and testing Dynamic content generation and rules Email marketing conclusions 10 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 conclusions 11 From integration to transmedia campaigns Integration Multichannel marketing is dead Omni-channel marketing Transmedia storytelling Integration to transmedia conclusions Part Three Digital brand strategy and measurement 12 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 Benchmarked social measures Measurement comes in many forms 13 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 Multichannel funnels Tracking code Dashboards and analytics Analytics conclusions 15 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 action 16 The importance of asking questions Confirming not predicting Sum of experiences Checking my dashboard No one said it was going to be easy Conclusions References and further reading Index
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