Digital branding
Subtitle: a complete step-by-step guide to strategy, tactics, tools and measurement
By: Daniel Rowles
Edition: Second edition.
Published: 2018
Language: eng
Number of pages: 213
ISBN-13: 9780749481698
Subjects: Branding (Marketing); Internet marketing
Description: "[This work] provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. It draws together each of the core marketing avenues such as content marketing, social media, search engine optimization and web analytics, to deliver a robust framework for brand planning, identity, channel selection and measuring the effectiveness of campaigns. The second edition of Digital Branding contains a complete overhaul of tools and techniques for straightforward application, plus new high profile case studies including Accenture, Tesco and Imperial College London. Important updates are made on social media guidelines and policy, how to tackle advancements in mobile marketing and mobile payments, as well as augmented and virtual reality. The book features a toolkit of free and paid tools, including a valuable checklist, outlining the digital branding process from start to finish, and measurement devices for multiple channels and purposes."--Provided by publisher.
Notes: Revised edition of the author's Digital branding, 2014.

Includes bibliographical references and index.
Table of contents: title: Digital branding in perspective; title: What digital branding really means; title: Focusing on value; title: Considering the user journey; title: Objectives and authenticity; title: The digital toolkit; title: Social media; title: Search; title: Mobile; title: Online advertising; title: E-mail marketing; title: CRM and  marketing automation; title: From integration to transmedia campaigns; title: Digital brand strategy and measurement; title: Measuring digital branding; title: Primaries and indicators; title: The role of analytics; title: Bridging the gaps; title: The importance of asking questions.