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Digital Branding
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Digital Branding second edition, 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. Written by a respected CIM fellow and course leader, this succinct handbook is ideal for any marketer or brand strategist to enhance their online brand identity.
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Table of Contents

  • Section - ONE: Digital Branding in Perspective;
    • Chapter - 01: What Digital Branding Really Means;
    • Chapter - 02: Focusing on Value;
    • Chapter - 03: Considering the User Journey;
    • Chapter - 04: Objectives and Authenticity;
  • Section - TWO: The Digital Toolkit;
    • Chapter - 05: Social Media;
    • Chapter - 06: Search;
    • Chapter - 07: Mobile;
    • Chapter - 08: Online Advertising;
    • Chapter - 09: E-mail Marketing;
    • Chapter - 10: CRM and Marketing Automation;
    • Chapter - 11: From Integration to Transmedia Campaigns;
  • Section - THREE: Digital Brand Strategy and Measurement;
    • Chapter - 12: Measuring Digital Branding;
    • Chapter - 13: Primaries and Indicators;
    • Chapter - 14: The Role of Analytics;
    • Chapter - 15: Bridging the Gaps;
    • Chapter - 16: The Importance of Asking Questions

About the Author

Daniel Rowles has more than 20 years of digital marketing experience on both client and agency sides. A CIM fellow and course director, he is lead judge for their CIM Marketing Excellence award. Rowles also lectures at Imperial College London and Cranfield School of Management, and co-hosts the Digital Marketing Podcast, a global top-ten business podcast on iTunes. His digital marketing company TargetInternet.com supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco.

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