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Digital branding :a complete step-by...

Rowles, Daniel,

Digital branding :a complete step-by-step guide to strategy, tactics and measurement. /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Digital branding :Daniel Rowles.
Reminder of title:	a complete step-by-step guide to strategy, tactics and measurement. /
Author:	Rowles, Daniel,
Published:	London :Kogan Page Ltd.,2014.
Description:	1 online resource (232 pages)
Subject:	Internet marketingCase studies.
Online resource:	http://portal.igpublish.com/iglibrary/search/KOGANB0000835.html

Digital branding :a complete step-by-step guide to strategy, tactics and measurement. /
Rowles, Daniel,

Digital branding :a complete step-by-step guide to strategy, tactics and measurement. /Daniel Rowles. - London :Kogan Page Ltd.,2014. - 1 online resource (232 pages)

Includes bibliographical references and index

Digital branding: a complete step-by-step guide to strategy, tactics and measurement -- Contents -- Foreword -- Introduction -- Part One: Digital branding in perspective -- 01. What digital branding really means -- 02. Focusing on value -- 03. Considering the user journey -- 04. Objectives and authenticity -- Part Two: The digital toolkit -- 05. Social media -- 06. Search -- 07. Mobile -- 08. Online advertising -- 09. E-mail marketing -- 10. CRM and marketing automation -- 11. From integration to transmedia campaigns -- Part Three: Digital brand strategy and measurement -- 12. Measuring digital branding -- 13. Primaries and indicators -- 14. The role of analytics -- 15. Bridging the gaps -- 16. The importance of asking questions -- Conclusions -- References and further reading -- With thanks -- Index

"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"--Subjects--Topical Terms:

437376
Internet marketing
--Case studies.

LC Class. No.: HD30.2 / .R686 2014eb

Dewey Class. No.: 658.4/038

Digital branding :a complete step-by-step guide to strategy, tactics and measurement. /
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245 1 0 $a Digital branding : $b a complete step-by-step guide to strategy, tactics and measurement. / $c Daniel Rowles.
260 $a London : $b Kogan Page Ltd., $c 2014.
300 $a 1 online resource (232 pages)
504 $a Includes bibliographical references and index
505 0 $a Digital branding: a complete step-by-step guide to strategy, tactics and measurement -- Contents -- Foreword -- Introduction -- Part One: Digital branding in perspective -- 01. What digital branding really means -- 02. Focusing on value -- 03. Considering the user journey -- 04. Objectives and authenticity -- Part Two: The digital toolkit -- 05. Social media -- 06. Search -- 07. Mobile -- 08. Online advertising -- 09. E-mail marketing -- 10. CRM and marketing automation -- 11. From integration to transmedia campaigns -- Part Three: Digital brand strategy and measurement -- 12. Measuring digital branding -- 13. Primaries and indicators -- 14. The role of analytics -- 15. Bridging the gaps -- 16. The importance of asking questions -- Conclusions -- References and further reading -- With thanks -- Index
520 $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"-- $c Provided by publisher.
650 0 $a Internet marketing $v Case studies. $3 437376
650 0 $a Branding (Marketing) $3 266407
856 4 0 $u http://portal.igpublish.com/iglibrary/search/KOGANB0000835.html