Overview

Every decision and action you make contributes to your brand, so it makes sense that everything you do digitally also contributes to your digital brand. Use this bestselling guide to strengthen your brand's online presence and explore core marketing avenues. Digital Branding is ideal for marketers and brand strategists who want to enhance their brand's online presence. It provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. Written by a respected Chartered Institute of Marketing (CIM) fellow, course leader and industry thought leader, it examines core marketing areas such as content marketing, social media, search engine optimization and web analytics. The book delivers a robust framework for planning, brand identity, channel selection and measuring the effectiveness of campaigns, and includes lessons from the BBC, Imperial College London and Hootsuite. Now fully updated, this third edition features new content on brand authenticity, ethics and meaning, as well as updates on social media regulations and social media platforms such as TikTok.

Full Product Details

Author:   Daniel Rowles
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Edition:   3rd Revised edition
Dimensions:   Width: 16.20cm , Height: 2.20cm , Length: 24.00cm
Weight:   0.595kg
ISBN:  

9781398603202

ISBN 10:   1398603201
Pages:   232
Publication Date:   03 January 2022
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

Chapter - 00: Introduction; Section - PART ONE: Digital branding in perspective; Chapter - 01: What digital branding really means; Section - 02: Focusing on value; Section - 03: Considering the user journey; Section - 04: Objectives and authenticity; Section - PART TWO: The digital toolkit; Section - 05: Social media; Section - 06: Search; Section - 07: Mobile; Section - 08: Online advertising; Section - 09: Email marketing; Section - 10: CRM and marketing automation; Section - 11: From integration to transmedia campaigns; Section - PART THREE: Digital brand strategy and measurement; Section - 12: Measuring digital branding; Section - 13: Primaries and indicators; Section - 14: The role of analytics; Section - 15: Bridging the gaps; Section - 16: The importance of asking questions; Section - 17: Conclusion;

Reviews

""In the fast-paced world of digital media, every marketer needs a bible - I can't recommend it enough."" * Gemma Butler, Marketing Director, Chartered Institute of Marketing * ""Worthy of a spot on your desk if you're passionate about delivering results through digital channels. A practical yet strategically minded guide - I highly recommend."" * Tim Ruthven, Director of Marketing and Communications at Imperial College Business School * ""The definitive hands-on guide to digital tactics and strategy."" * Ciaran Rogers, Host of the Digital Marketing Podcast *

In the fast-paced world of digital media, every marketer needs a bible - I can't recommend it enough. * Gemma Butler, Marketing Director, Chartered Institute of Marketing * Worthy of a spot on your desk if you're passionate about delivering results through digital channels. A practical yet strategically minded guide - I highly recommend. * Tim Ruthven, Director of Marketing and Communications at Imperial College Business School * The definitive hands-on guide to digital tactics and strategy. * Ciaran Rogers, Host of the Digital Marketing Podcast *

Author Information

Daniel Rowles, based in Jersey, has more than 25 years of digital marketing experience on both client and agency sides. He is a CIM fellow and course director and the lead judge for the CIM Marketing Excellence Awards. Rowles also lectures at Imperial College London and Cranfield School of Management and co-hosts the Digital Marketing Podcast, a global top-10 business podcast on iTunes. His digital marketing company, TargetInternet.com, supports clients such as the BBC, Vodafone, Sony, Oracle and Tesco. He is also the author of Building Digital Culture, Mobile Marketing and Podcasting Marketing Strategy, also published by Kogan Page.

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