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.

Your brand is shaped by your actions and decisions. In the digital world, every move influences your brand image. Elevate your online presence and delve into key marketing channels with this acclaimed guide. Tailored for marketers and brand strategists, Digital Branding is an invaluable resource for enhancing your brand's identity and online presence. It offers practical, step-by-step guidance on developing your branding, backed by the expertise of a respected CIM fellow, course leader and industry influencer. This comprehensive guide establishes a sturdy framework for brand planning, identity development and channel selection. Drawing insights from industry giants like PWC, BBC and Specsavers, the book is now in its fully updated fourth edition. This latest edition introduces the new version of Google Analytics, Generative AI and changes to the SEO and social algorithm.

New To this edition: Changes in cookie rules leading to changes in ads & analytics, a new section on the most recent version of Google Analytics (GA4), a close study of Generative AI, algorithm changes in regard to SEO and social media, as well as a general update to the book, with fresh case studies and new points of view.

Autorentext
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 their CIM Marketing Excellence award. Rowles also lectures at Imperial College London and Cranfield School of Management, 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. He is also the author of Digital Branding, Mobile Marketing and Podcasting Marketing Strategy, also published by Kogan Page

Inhalt

• Section - 00: Introduction;
• Section - SECTION ONE: Digital branding in perspective;
• Section - 01: What digital branding really means;
• Section - 02: Focusing on value;
• Section - 03: Considering the user journey;
• Section - 04: Objectives and authenticity;
• Section - SECTION TWO: The digital toolkit;
• Section - 05: Social media;
• Section - 06: Search;
• Section - 07: Mobile;
• Section - 08: Online advertising;
• Section - 09: Email marketing;
• Section - 10: CRM and marketing automation;
• Section - 11: From integration to transmedia campaigns;
• Section - SECTION THREE: Digital brand strategy and measurement;
• Section - 12: Measuring digital branding;
• Section - 13: Primaries and indicators;
• Section - 14: The role of analytics;
• Section - 15: Bridging the gaps;
• Section - 16: The importance of asking questions;
• Section - 17: Conclusion;