Digital Branding, 2nd Edition

Digital Branding: A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement

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.

Table of Contents

PART 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

PART 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

PART 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