Description
By (author) Rowles Daniel
Short /annotation:
Take control of your brand”s online presence with this bestselling guide that shows you how to plan, analyse, optimize and measure the tangible results of your digital campaigns.
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Looking to strengthen your brand strategy and boost your digital presence with proven frameworks?
Digital Branding is a practical, detailed guide designed for mid-career marketers and brand strategists eager to develop credible, impactful brands. Author
Daniel Rowles, a respected CIM fellow and industry influencer, provides step-by-step strategies to build and optimize your brand identity across key digital channels.You”ll learn how to: – Develop a clear brand planning framework to guide your strategy- Apply principles of identity development tailored to today”s digital landscape- Implement effective channel selection based on data and market insights- Optimize your use of Google Analytics, SEO and social media algorithms- Explore the impact of Generative AI on modern branding techniquesWith real-world examples including PWC, BBC and Specsavers, this fully updated fourth edition equips you with actionable tools to elevate your brand and advance your career in an ever-changing digital world.
Themes include: Brand strategy, digital branding, identity development, Google Analytics, SEO, generative AI, marketing frameworks, career growth
Table of contents:
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- Chapter – 00: Introduction;
- Section – SECTION ONE: Digital branding in perspective;
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- Chapter – 01: What digital branding really means;
- Chapter – 02: Focusing on value;
- Chapter – 03: Considering the user journey;
- Chapter – 04: Objectives and authenticity;
- Section – SECTION TWO: The digital toolkit;
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- Chapter – 05: Social media;
- Chapter – 06: Search;
- Chapter – 07: Mobile;
- Chapter – 08: Online advertising;
- Chapter – 09: Email marketing;
- Chapter – 10: CRM and marketing automation;
- Chapter – 11: From integration to transmedia campaigns;
- Section – SECTION THREE: Digital brand strategy and measurement;
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- 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;
- Chapter – 17: Conclusion;
Review quote:
“Worth 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.”
Review quote:
“The definitive hands-on guide to digital tactics and strategy.”
Biographical note:
Daniel Rowles, based in Jersey, has more than 20 years of digital marketing experience on both client and agency sides. A CIM Fellow and course director, he is the lead judge for the CIM Marketing Excellence awards. Rowles also lectures at Imperial College London 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.
Feature:
Provides practical tools such as a checklist that outlines the entire digital branding process and measurement devices for multiple channels and purposes
Feature:
Illustrates how popular and established brands such as PWC, BBC, Tesco and Specsavers use digital branding to succeed – also includes viewpoints from industry leaders, such as Ciaran Rogers, host of the Digital Marketing Podcast, and Alina Ghost, SEO Marketing Manager at Tesco
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