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

By:

Rowles, Daniel

Material type: Text

TextPublication details: USA Kogan Page 2014Description: xi,220 p. 24 cm; PbkISBN:

978-0749469955

Subject(s):

Branding (Marketing) Internet Marketing

DDC classification:

658.827 ROW

Online resources:

Click here to access online

Contents:

Chapter - 00: Introduction; 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.

Summary: 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.

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	H.T. Parekh Library	GSB Collection	658.827 ROW (Browse shelf(Opens below))	In transit from H.T. Parekh Library to H.T. Parekh Library since 15/11/2023		B2474

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Chapter - 00: Introduction;
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.

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.

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