Digital Branding: How to Successfully Build and Measure a Brand Online

Cover
Contents
List of figures and tables
Foreword by Chris Daly
Acknowledgements
Introduction
PART ONE Digital branding in perspective
	01 What digital branding really means
		How digital has changed branding
		AI and branding
		Global soapbox
		Social media fail
		Traditional brand metrics
		Sum of all experiences
		Clarifying touchpoints
		The role of digital transformation
	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
		Content mapping
		Value proposition and user journey
		Mapping the user journey
	04 Objectives and authenticity
		Branding for differentiation
		Authenticity
		Authentic value proposition
		Authenticity, AI and deepfakes
PART TWO The digital toolkit
	05 Social media
		Social is personal
		User journey and value proposition
		Content and engagement
		Generative AI and content
		Mobile social media experience
		Informing your social media approach
		Social media monitoring and listening tools
		Analytics
		Real-world integration
		Effectively implementing a social media policy
		Culture and process
		How to avoid a social media disaster
		Social media crisis management plan
		Outreach, engagement and ego
		Social media conclusions
	06 Search
		Enter the drumming gorilla
		Search engine optimization
		AI content and SEO
		EEAT
		Keyword search for SEO
		On-page optimization
		Link building
		Social signals
		User behaviour
		Measuring link authority
		SEO summary
		Paid search
		PPC considerations
		SEO and PPC working together
		Search conclusions
	07 Mobile
		Technology for the sake of technology
		AI everywhere
		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 conclusions
	08 Online advertising
		Advertising objectives
		Ad networks versus media owners
		Targeting options
		Creative options
		Ad reporting and analytics
		Online advertising conclusions
	09 Email marketing
		Focusing on the user
		Email isnʼt exciting
		Ease of iteration
		AI tools and email
		Focusing on relevance
		Email and the user journey
		Going beyond last click
		Selecting an email service provider
		Gaining opt-ins and building a list
		List segmentation
		Open rates and click-through rates
		Email design
		Email templates
		Sending and testing
		Dynamic content generation and rules
		Email marketing conclusions
	10 CRM and marketing automation
		Definitions and practicalities
		Single customer view and bringing data together
		CRM and ESP integration
		CRM and AI chatbots
		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
		Self-optimizing campaigns
		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
		Digital shot itself in the foot
		Moving to a cookieless world
		TV has culture, digital doesnʼt
		Filling the gaps
		Benchmarked social measures
		Measurement comes in many forms
	13 Primaries and indicators
		Beyond the last click
		Digital branding dashboards
	14 The role of analytics
		Introduction to Google Analytics 4
		Setting up analytics
		Core reports
		Attribution modelling
		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 and further reading
Index