자료유형  

 단행본

International Standard Book Number  

9780749469962 (electronic bk.)

International Standard Book Number  

074946996X (electronic bk.)

International Standard Book Number  

9780749469955

International Standard Book Number  

0749469951

Library of Congress Call Number  

HF5415.1265-.R688 2014eb

Dewey Decimal Classification Number  

658.8/2702854678-23

Main Entry-Personal Name  

Rowles, Daniel.

Physical Description  

1 online resource.

Bibliography, Etc. Note  

Includes bibliographical references.

Formatted Contents Note  

완전내용Contents; 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.

Formatted Contents Note  

완전내용Authentic 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.

Formatted Contents Note  

완전내용Technology 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.

Formatted Contents Note  

완전내용The 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.

Formatted Contents Note  

완전내용The 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.

Formatted Contents Note  

완전내용Digital shot itself in the foot.

Restrictions on Access Note  

Due to publisher license, access is restricted to authorised GRAIL clients only. Please contact GRAIL staff.

Summary, Etc.  

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"--해제Provided by publisher.

Summary, Etc.  

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"--해제Provided by publisher.

Subject Added Entry-Topical Term  

Internet marketing

Subject Added Entry-Topical Term  

Branding (Marketing)

Subject Added Entry-Topical Term  

Branding (Marketing)

Subject Added Entry-Topical Term  

Internet marketing

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Marketing / General.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / E-Commerce / Internet Marketing.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Industrial Management.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Management.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Management Science.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Organizational Behavior.

Additional Physical Form Entry  

Print versionRowles, Daniel. Digital branding 9780749469955 (DLC) 2014004434 (OCoLC)842209263

Electronic Location and Access  

로그인을 한후 보실 수 있는 자료입니다.

Control Number  

joongbu:427663