Digital Branding

Author: Daniel Rowles
Publisher: Kogan Page Publishers
ISBN: 0749481684
Format: PDF, Kindle
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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. The book features a toolkit of free and paid tools, including a valuable checklist, outlining the digital branding process from start to finish, and measurement devices for multiple channels and purposes. Written by a respected CIM fellow and course leader, this succinct handbook is ideal for any marketer or brand strategist to enhance their online brand identity.

Digital Branding

Author: Daniel Rowles
Publisher: Kogan Page Publishers
ISBN: 074946996X
Format: PDF, Kindle
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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.

Digital Branding

Author: Daniel Rowles
Publisher:
ISBN:
Format: PDF, ePub, Docs
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Ideal for any marketer or brand strategist looking to enhance their online brand identity, this succinct book delivers a robust framework for brand planning, identity, channel selection and measuring the effectiveness of campaigns. --

Advertising Management

Author: Donald W Jugenheimer
Publisher: Routledge
ISBN: 1317477650
Format: PDF, Docs
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This comprehensive book is designed to serve as a primary text for the Advertising Management course that follows the more general Principles of Advertising course. It can stand alone, or, for instructors who prefer a case-based approach, it can be adopted together with "Cases in Advertising Management" (978-0-7656-2261-7) by the same authors. "Advertising Management" covers a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, ethics, and managing change. There is even a unique section on 'managing yourself' and your own career in advertising. The text includes plentiful figures, tables, and sidebars, and each chapter concludes with useful learning objectives, summaries, discussion questions, and additional resources.

Digital Marketing Analytics

Author: Chuck Hemann
Publisher: Que Publishing
ISBN: 0133150925
Format: PDF, ePub
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Distill 100%–Usable Max-Profit Knowledge from Your Digital Data. Do It Now! Why hasn’t all that data delivered a whopping competitive advantage? Because you’ve barely begun to use it, that’s why! Good news: neither have your competitors. It’s hard! But digital marketing analytics is 100% doable, it offers colossal opportunities, and all of the data is accessible to you. Chuck Hemann and Ken Burbary will help you chop the problem down to size, solve every piece of the puzzle, and integrate a virtually frictionless system for moving from data to decision, action to results! Scope it out, pick your tools, learn to listen, get the metrics right, and then distill your digital data for maximum value for everything from R&D to CRM to social media marketing! • Prioritize—because you can’t measure, listen to, and analyze everything • Use analysis to craft experiences that profoundly reflect each customer’s needs, expectations, and behaviors • Measure real social media ROI: sales, leads, and customer satisfaction • Track the performance of all paid, earned, and owned social media channels • Leverage “listening data” way beyond PR and marketing: for strategic planning, product development, and HR • Start optimizing web and social content in real time • Implement advanced tools, processes, and algorithms for accurately measuring influence • Integrate paid and social data to drive more value from both • Make the most of surveys, focus groups, and offline research synergies • Focus new marketing and social media investments where they’ll deliver the most value Foreword by Scott Monty Global Head of Social Media, Ford Motor Company

Contemporary Brand Management

Author: Johny K. Johansson
Publisher: SAGE Publications
ISBN: 1483322947
Format: PDF, Kindle
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Written by experts on global marketing, Contemporary Brand Management focuses on the essentials of Brand Management in today’s global marketplace. The text succinctly covers a natural sequence of branding topics, from the building of a new brand, to brand extension and the creation of a global brand, to the management of a firm’s brand portfolio. The authors uniquely explore global branding as a natural expansion strategy across markets and offer numerous international brands as examples throughout. Designed for shorter strategic branding courses (half-term or 6 weeks in length), this text is the ideal companion for upper-level, graduate, or executive-level students seeking a practical knowledge of brand management concepts and applications.

YouTube and Video Marketing

Author: Greg Jarboe
Publisher: John Wiley & Sons
ISBN: 111820381X
Format: PDF, Mobi
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Fully updated with new information, including the latest changes to YouTube! If you're a marketer, consultant, or small business owner, this is the guide you need to understand video marketing tactics, develop a strategy, implement the campaign, and measure results. You'll find extensive coverage of keyword strategies, tips on optimizing your video, distribution and promotion tactics, YouTube advertising opportunities, and crucial metrics and analysis. Avoid errors, create a dynamite campaign, and break it all down in achievable tasks with this practical, hour-a-day, do-it-yourself guide. Shows you how to successfully develop, implement, and measure a successful video marketing strategy Written in the popular An Hour a Day format, which breaks intimidating topics down to easily approachable tasks Thoroughly updated with the latest YouTube functionality, helpful new case studies, the latest marketing insights, and more Covers optimization strategies, distribution techniques, community promotion tactics, and more Explores the crucial keyword development phase and best practices for creating and maintaining a presence on YouTube via brand channel development and customization Shows you how to optimize video for YouTube and search engine visibility Give your organization a visible, vital, video presence online with YouTube and Video Marketing: An Hour a Day, Second Edition.

Lean Branding

Author: Laura Busche
Publisher: "O'Reilly Media, Inc."
ISBN: 1449373526
Format: PDF, ePub
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Every day, thousands of passionate developers come up with new startup ideas but lack the branding know-how to make them thrive. If you count yourself among them, Lean Branding is here to help. This practical toolkit helps you build your own robust, dynamic brands that generate conversion. You’ll find over 100 DIY branding tactics and inspiring case studies, and step-by-step instructions for building and measuring 25 essential brand strategy ingredients, from logo design to demo-day pitches, using The Lean Startup methodology’s Build-Measure-Learn loop. Learn exactly what a brand is—and what it isn’tBuild a minimal set of brand ingredients that are viable in the marketplace: brand story, brand symbols, and brand strategyMeasure your brand ingredients by using meaningful metrics to see if they meet your conversion goalsPivot your brand ingredients in new directions based on what you’ve learned—by optimizing rather than trashingFocus specifically on brand story, symbols, or strategy by following the Build-Measure-Learn chapters that apply

How to Measure Social Media

Author: Nichole Kelly
Publisher: Que Publishing
ISBN: 0133099822
Format: PDF, ePub, Docs
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Your 100% Actionable, Proven Framework for Delivering Rock-Solid Social Media Business Metrics—Painlessly Think social marketing is worth it? Prove it. If your boss hasn’t demanded that yet, he will. Then what? Hand him some jive about “return on conversation”? Think that’ll fly? You’ll be gone so fast you won’t know what hit you. You know damn well what your boss cares about: Sales Volume. Costs. Revenue. This book will help you measure all that: credibly, accurately, and in drill-down detail. Bet you can’t wait to see his face when you walk in with metrics that stand up to his most brutal questions. We’re not just talking about getting “buy-in” or begging for your proverbial “seat at the table.” We are talking about numbers that make careers. This book will prove your indispensability to even the most clueless executive in your company. Here’s the best part: It’s not hard. You won’t need to become a math nerd. The tools are cheap (or free), and you’re probably sitting on most of the data. This book will give you everything else, including simple step-by-step techniques for creating measurable strategies and getting the data to prove they deliver. You’ll also get super helpful hands-on exercise worksheets where you can jot down your answers and notes. Nichole Kelly has been refining this stuff for 14 years. She’s helped hundreds of marketers prove their value to bosses and boardrooms. Now it’s your turn. If you’re a marketer or agency pro, this is a game you have to play. Win it. Reliable answers to questions like: How much revenue did our activities on social media platforms generate this month? Are social media prospects more likely to convert to customers? Which status update delivered the highest conversion rate? How long do we retain new social media customers? Do they spend more or less than customers from other channels? Do they make repeat purchases more often than other customers? And much more…

Digital Measurement Techniques

Author: T. S. Rathore
Publisher: CRC Press
ISBN: 9780849317095
Format: PDF
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Suitable for an introductory course or a second course in Instrumentation, this book includes: software-controlled measurements; time interval measurement when the two events occur arbitrarily, and to indicate the order of occurrence, and a practical set up for the time interval measurement; multi-phase sequence indicator; decibel meter; and more.