Includes bibliographical references and index.

Introduction -- Part One : Digital branding in perspective . 01. What digital branding really means : How digital has changed branding ; Global soapbox ; Social medial 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 ; Authentic value proposition -- Part 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 : -- Technology for the sake of technology ; User 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 conclusion -- 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 ; The state of e-mail marketing ; Focusing 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 ; The lead nurturing process ; Automation 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 ; 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 ; Digital shot itself in the foot ; TV has culture, digital doesn't ... yet ; Filling the gaps ; Measurement comes in many forms -- 13. Primaries and indicators : Beyond the last click ; Digital branding dashboards ; 14 The role of analytics -- The marvels of Google Analytics ; Setting up analytics ; Core reports ; Multi-channel funnels ; Tracking code ; Dashboards and analytics ; Analytics conclusions -- 15 Bridging the gaps ; Gap correlation ; Keeping it simple- and the danger of selecting the wrong primaries -- Bring in offline channels and experiences ; Offline indicators ; A word on contribution ; Seeing it in action -- 16 The importance of asking questions ; Confirming not predicting ; Sum of experiences ; Checking my dashboard ; No one said it was going to be easy -- Conclusions -- References.

"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"--