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Digital branding - 2a ed - Kogan Page, 2018 - 213 p. ; 24 cm

a complete step-by-step guide to strategy, tactics, tools and measurement

Digital Branding second edition, provides step-by-step, practical guidance on how to build a brand online and quantify it through tangible results. It draws together each of the core marketing avenues such as content marketing, social media, search engine optimization and web analytics, to deliver a robust framework for brand planning, identity, channel selection and measuring the effectiveness of campaigns. ; The second edition of Digital Branding contains a complete overhaul of tools and techniques for straightforward application, plus new high profile case studies including Accenture, Tesco and Imperial College London. Important updates are made on social media guidelines and policy, how to tackle advancements in mobile marketing and mobile payments, as well as augmented and virtual reality.

ISBN: 9780749481698

Subjects--Uniform Titles:
Marketing / Advertising

Subjects--Topical Terms:
Internet marketing
Branding (Marketing)
Branding (Marketing)
Metrics
Value
multichannel
content
User
Internet
Search
Positioning
Technology
Mobile
Segmentation
App
Mobile Application
Advertising
Internet advertising
Email
Emailing
CRM
Indicator
Marketing