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Digital branding : a complete step-by-step guide to strategy, tactics and measurement /
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Rowles, Daniel. |
| 서명/저자사항 | Digital branding :a complete step-by-step guide to strategy, tactics and measurement /Daniel Rowles. |
| 형태사항 | 1 online resource. |
| ISBN | 9780749469962 (electronic bk.) 074946996X (electronic bk.) |
| 서지주기 | Includes bibliographical references. |
| 내용주기 | 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. |
| 이용제한사항 | Due to publisher license, access is restricted to authorised GRAIL clients only. Please contact GRAIL staff. |
| 요약 | " 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"-- |
| 요약 | "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"-- |
| 일반주제명 | Internet marketing. Branding (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. Branding (Marketing) Internet marketing. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Rowles, Daniel.Digital branding9780749469955 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=732515 |
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