Rowles Digital Branding

How to Successfully Build and Measure a Brand Online
4. Auflage 2025
ISBN: 978-1-3986-1843-5
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 240 Seiten, Web PDF

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 techniques With 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

Autoren/Hrsg.

Rowles, Daniel

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaft: Sachbuch, Ratgeber

Inhaltsverzeichnis

• • Chapter - 00: Introduction;
• Section - SECTION ONE: Digital branding in perspective;
• • 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;
• • 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;
• • 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;

Über Autor(innen)

Rowles, Daniel
<b>Daniel Rowles</b>, 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 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 <i>Digital Branding, Mobile Marketing</i> and <i>Podcasting Marketing Strategy</i>, also published by Kogan Page

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.