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Author Rowles, Daniel.

Title Digital branding : a complete step-by-step guide to strategy, tactics and measurement / Daniel Rowles.

Publication Info. London ; Philadelphia : Kogan Page, 2014.


Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Description 1 online resource : illustrations
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Bibliography Includes bibliographical references and index.
Summary "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, channel selection and measuring the effectiveness of brand campaigns. Exploring topics like content marketing, social media, search optimization and web analytics, Digital Branding contains real world case studies, a guide to free and paid tools to help measure the ROI from various online channels, and examples of social guidelines, process and policy"-- Provided by publisher.
"Digital Branding gives step-by-step, practical guidance on how to build a brand online. Through exploring topics like content marketing, social media, search optimisation and web analytics, Daniel Rowles develops a robust framework for brand planning, channel selection and measuring the effectiveness of your brand campaigns. Digital Branding contains real world case studies, a guide to the free and paid tools that can help measure digital branding in each of the different online channels, examples of social guidelines, process and policy and an original step by step digital branding process along with measurement techniques and guidelines"-- Provided by publisher.
Note Online resource; title from digital title page (viewed on June 28, 2017).
Contents 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 touchpoints -- 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 ; 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 ; Real-world integration ; Policy and planning ; Outreach, engagement and ego ; Social measurement ; Sentiment analysis ; Social media advertising ; Social media conclusions -- 06 Search : Search engine optimization ; Link building ; SEO summary ; Paid search ; PPC considerations ; Working with PPC agencies ; 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 conclusion -- 08. Online advertising : Advertising objectives ; App advertising ; Ad networks versus media owners ; Targeting options ; Creative options ; Ad reporting and analytics ; Online advertising conclusions -- 09. 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 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 ; 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 ; 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 ; Multi-channel 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.
Subject Internet marketing.
Branding (Marketing)
BUSINESS & ECONOMICS -- Marketing -- General.
BUSINESS & ECONOMICS -- E-Commerce -- Internet Marketing.
BUSINESS & ECONOMICS -- Industrial Management.
BUSINESS & ECONOMICS -- Management Science.
BUSINESS & ECONOMICS -- Organizational Behavior.
Branding (Marketing) (OCoLC)fst01743755
Internet marketing. (OCoLC)fst00977272
Genre/Form Electronic books.
Other Form: Print version: Rowles, Daniel. Digital branding 9780749469955 (DLC) 2014004434 (OCoLC)842209263
ISBN 9780749469962 (electronic bk.)
074946996X (electronic bk.)
Standard No. AU@ 000052904281
AU@ 000053310603
AU@ 000055964329
CHNEW 000695120
CHNEW 000695127
CHVBK 331823292
DEBBG BV042741156
DEBBG BV043608470
DEBSZ 405678541
DEBSZ 449421929
NZ1 15952777

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