Description
KOGAN PAGE LIMITED Digital Branding 3/e by Daniel Rowles
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._x000D__x000D_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._x000D__x000D_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._x000D_ _x000D_
Chapter - 00: Introduction;_x000D_
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Section - PART ONE: Digital branding in perspective;_x000D_
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Chapter - 01: What digital branding really means;_x000D_
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Section - 02: Focusing on value;_x000D_
Section - 03: Considering the user journey;_x000D_
Section - 04: Objectives and authenticity;_x000D_
Section - PART TWO: The digital toolkit;_x000D_
Section - 05: Social media;_x000D_
Section - 06: Search;_x000D_
Section - 07: Mobile;_x000D_
Section - 08: Online advertising;_x000D_
Section - 09: Email marketing;_x000D_
Section - 10: CRM and marketing automation;_x000D_
Section - 11: From integration to transmedia campaigns;_x000D_
Section - PART THREE: Digital brand strategy and measurement;_x000D_
Section - 12: Measuring digital branding;_x000D_
Section - 13: Primaries and indicators;_x000D_
Section - 14: The role of analytics;_x000D_
Section - 15: Bridging the gaps;_x000D_
Section - 16: The importance of asking questions;_x000D_
Section - 17: Conclusion;_x000D_