Digital branding: a complete step-by-step guide to strategy, tactics and measurement
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London
Kogan Page
2014
|
| Subjects: | |
| Online Access: | TUM01 Volltext |
| Physical Description: | 1 Online-Ressource (xii, 220 Seiten) |
| ISBN: | 074946996X 9780749469962 |
Staff View
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV042741156 | ||
| 003 | DE-604 | ||
| 005 | 20190814 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 150806s2014 |||| o||u| ||||||eng d | ||
| 020 | |a 074946996X |9 0-7494-6996-X | ||
| 020 | |a 9780749469962 |c (EISBN) |9 978-0-7494-6996-2 | ||
| 035 | |a (OCoLC)874563382 | ||
| 035 | |a (DE-599)BVBBV042741156 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-91 | ||
| 082 | 0 | |a 658.8/2702854678 |2 23 | |
| 100 | 1 | |a Rowles, Daniel |e Verfasser |0 (DE-588)1136342850 |4 aut | |
| 245 | 1 | 0 | |a Digital branding |b a complete step-by-step guide to strategy, tactics and measurement |c Daniel Rowles |
| 264 | 1 | |a London |b Kogan Page |c 2014 | |
| 300 | |a 1 Online-Ressource (xii, 220 Seiten) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 505 | 8 | |a "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"-- | |
| 505 | 8 | |a "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"-- | |
| 505 | 8 | |a 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 | |
| 505 | 8 | |a 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 | |
| 505 | 8 | |a 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 | |
| 505 | 8 | |a 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 | |
| 505 | 8 | |a 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 | |
| 505 | 8 | |a Digital shot itself in the foot | |
| 505 | 8 | |a Includes bibliographical references | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Internet marketing | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Marketing / General |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / E-Commerce / Internet Marketing |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Industrial Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Management Science |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Organizational Behavior |2 bisacsh | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Internet marketing |2 fast | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Internet marketing | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 0 | 7 | |a Electronic Commerce |0 (DE-588)4592128-3 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Markenpolitik |0 (DE-588)4144679-3 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Markenpolitik |0 (DE-588)4144679-3 |D s |
| 689 | 0 | 1 | |a Electronic Commerce |0 (DE-588)4592128-3 |D s |
| 689 | 0 | |8 1\p |5 DE-604 | |
| 776 | 0 | 8 | |i Erscheint auch als |n Druck-Ausgabe |z 978-0-7494-6995-5 |z 0-7494-6995-1 |
| 787 | 0 | 8 | |i Überarbeitet als |b 2nd ed |d 2018 |z 978-0-7494-8168-1 |
| 856 | 4 | 0 | |u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=732515 |x Aggregator |3 Volltext |
| 912 | |a ZDB-4-NLEBK | ||
| 999 | |a oai:aleph.bib-bvb.de:BVB01-028172026 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 966 | e | |u http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=732515 |l TUM01 |p ZDB-4-NLEBK |q TUM_PDA_EBSCOBAE_gekauft |x Aggregator |3 Volltext | |
Record in the Search Index
| _version_ | 1804174955325161472 |
|---|---|
| any_adam_object | |
| author | Rowles, Daniel |
| author_GND | (DE-588)1136342850 |
| author_facet | Rowles, Daniel |
| author_role | aut |
| author_sort | Rowles, Daniel |
| author_variant | d r dr |
| building | Verbundindex |
| bvnumber | BV042741156 |
| collection | ZDB-4-NLEBK |
| contents | "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"-- "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"-- 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 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 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 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 Digital shot itself in the foot Includes bibliographical references |
| ctrlnum | (OCoLC)874563382 (DE-599)BVBBV042741156 |
| dewey-full | 658.8/2702854678 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/2702854678 |
| dewey-search | 658.8/2702854678 |
| dewey-sort | 3658.8 102702854678 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>06819nmm a2200673zc 4500</leader><controlfield tag="001">BV042741156</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20190814 </controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">150806s2014 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">074946996X</subfield><subfield code="9">0-7494-6996-X</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780749469962</subfield><subfield code="c">(EISBN)</subfield><subfield code="9">978-0-7494-6996-2</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)874563382</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV042741156</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-91</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/2702854678</subfield><subfield code="2">23</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Rowles, Daniel</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)1136342850</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Digital branding</subfield><subfield code="b">a complete step-by-step guide to strategy, tactics and measurement</subfield><subfield code="c">Daniel Rowles</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London</subfield><subfield code="b">Kogan Page</subfield><subfield code="c">2014</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource (xii, 220 Seiten)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">"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"--</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">"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"--</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">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</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Digital shot itself in the foot</subfield></datafield><datafield tag="505" ind1="8" ind2=" "><subfield code="a">Includes bibliographical references</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Branding (Marketing)</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Internet marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Marketing / General</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / E-Commerce / Internet Marketing</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Industrial Management</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Management</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Management Science</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Organizational Behavior</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Branding (Marketing)</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Internet marketing</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Wirtschaft</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Internet marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Branding (Marketing)</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Electronic Commerce</subfield><subfield code="0">(DE-588)4592128-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Markenpolitik</subfield><subfield code="0">(DE-588)4144679-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Markenpolitik</subfield><subfield code="0">(DE-588)4144679-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Electronic Commerce</subfield><subfield code="0">(DE-588)4592128-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="8">1\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Druck-Ausgabe</subfield><subfield code="z">978-0-7494-6995-5</subfield><subfield code="z">0-7494-6995-1</subfield></datafield><datafield tag="787" ind1="0" ind2="8"><subfield code="i">Überarbeitet als</subfield><subfield code="b">2nd ed</subfield><subfield code="d">2018</subfield><subfield code="z">978-0-7494-8168-1</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="u">http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=732515</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-4-NLEBK</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-028172026</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=732515</subfield><subfield code="l">TUM01</subfield><subfield code="p">ZDB-4-NLEBK</subfield><subfield code="q">TUM_PDA_EBSCOBAE_gekauft</subfield><subfield code="x">Aggregator</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| id | DE-604.BV042741156 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:08:37Z |
| institution | BVB |
| isbn | 074946996X 9780749469962 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028172026 |
| oclc_num | 874563382 |
| open_access_boolean | |
| owner | DE-91 DE-BY-TUM |
| owner_facet | DE-91 DE-BY-TUM |
| physical | 1 Online-Ressource (xii, 220 Seiten) |
| psigel | ZDB-4-NLEBK ZDB-4-NLEBK TUM_PDA_EBSCOBAE_gekauft |
| publishDate | 2014 |
| publishDateSearch | 2014 |
| publishDateSort | 2014 |
| publisher | Kogan Page |
| record_format | marc |
| spelling | Rowles, Daniel Verfasser (DE-588)1136342850 aut Digital branding a complete step-by-step guide to strategy, tactics and measurement Daniel Rowles London Kogan Page 2014 1 Online-Ressource (xii, 220 Seiten) txt rdacontent c rdamedia cr rdacarrier "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"-- "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"-- 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 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 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 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 Digital shot itself in the foot Includes bibliographical references Branding (Marketing) Internet marketing BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / E-Commerce / Internet Marketing bisacsh BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Branding (Marketing) fast Internet marketing fast Wirtschaft Electronic Commerce (DE-588)4592128-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Electronic Commerce (DE-588)4592128-3 s 1\p DE-604 Erscheint auch als Druck-Ausgabe 978-0-7494-6995-5 0-7494-6995-1 Überarbeitet als 2nd ed 2018 978-0-7494-8168-1 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=732515 Aggregator Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Rowles, Daniel Digital branding a complete step-by-step guide to strategy, tactics and measurement "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"-- "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"-- 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 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 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 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 Digital shot itself in the foot Includes bibliographical references Branding (Marketing) Internet marketing BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / E-Commerce / Internet Marketing bisacsh BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Branding (Marketing) fast Internet marketing fast Wirtschaft Electronic Commerce (DE-588)4592128-3 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4592128-3 (DE-588)4144679-3 |
| title | Digital branding a complete step-by-step guide to strategy, tactics and measurement |
| title_auth | Digital branding a complete step-by-step guide to strategy, tactics and measurement |
| title_exact_search | Digital branding a complete step-by-step guide to strategy, tactics and measurement |
| title_full | Digital branding a complete step-by-step guide to strategy, tactics and measurement Daniel Rowles |
| title_fullStr | Digital branding a complete step-by-step guide to strategy, tactics and measurement Daniel Rowles |
| title_full_unstemmed | Digital branding a complete step-by-step guide to strategy, tactics and measurement Daniel Rowles |
| title_short | Digital branding |
| title_sort | digital branding a complete step by step guide to strategy tactics and measurement |
| title_sub | a complete step-by-step guide to strategy, tactics and measurement |
| topic | Branding (Marketing) Internet marketing BUSINESS & ECONOMICS / Marketing / General bisacsh BUSINESS & ECONOMICS / E-Commerce / Internet Marketing bisacsh BUSINESS & ECONOMICS / Industrial Management bisacsh BUSINESS & ECONOMICS / Management bisacsh BUSINESS & ECONOMICS / Management Science bisacsh BUSINESS & ECONOMICS / Organizational Behavior bisacsh Branding (Marketing) fast Internet marketing fast Wirtschaft Electronic Commerce (DE-588)4592128-3 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Branding (Marketing) Internet marketing BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / E-Commerce / Internet Marketing BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Wirtschaft Electronic Commerce Markenpolitik |
| url | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=732515 |
| work_keys_str_mv | AT rowlesdaniel digitalbrandingacompletestepbystepguidetostrategytacticsandmeasurement |