The Resource Digital branding : a complete step-by-step guide to strategy, tactics and measurement, Daniel Rowles

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

Label
Digital branding : a complete step-by-step guide to strategy, tactics and measurement
Title
Digital branding
Title remainder
a complete step-by-step guide to strategy, tactics and measurement
Statement of responsibility
Daniel Rowles
Creator
Subject
Language
eng
Summary
  • "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"--
  • "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"--
Assigning source
  • Provided by publisher
  • Provided by publisher
Cataloging source
N$T
Dewey number
658.8/2702854678
Index
no index present
LC call number
HF5415.1265
LC item number
.R688 2014eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Label
Digital branding : a complete step-by-step guide to strategy, tactics and measurement, Daniel Rowles
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Contents; Foreword; 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; 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 propositionPart 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
  • Digital shot itself in the foot
  • Technology for the sake of technologyUser 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; 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 lead nurturing processAutomation 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
  • The state of e-mail marketingFocusing 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
Control code
ocn874563382
Dimensions
unknown
Extent
1 online resource
File format
unknown
Form of item
online
Isbn
9780749469962
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
http://library.link/vocab/ext/overdrive/overdriveId
457d75d3-84d9-4d00-9333-438a1276b388
Quality assurance targets
not applicable
http://library.link/vocab/recordID
.b30252337
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)874563382
  • pebco074946996X

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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