Cover

Contents

Foreword

With thanks

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

Content mapping

Value proposition and 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

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

Keyword research for SEO

On-page optimization

Link building

Social signals

Measuring link authority

SEO summary

Paid search

PPC considerations

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 conclusions

08 Online advertising

Advertising objectives

Ad networks versus media owners

Targeting options

Creative options

Ad reporting and analytics

Online advertising conclusions

09 E-mail marketing

Focusing on the user

E-mail isn’t exciting

Ease of iteration

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

List segmentation

Open rates and click-through rates

E-mail design

E-mail templates

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

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

TV has culture, digital doesn’t... yet

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

The marvels of Google Analytics

Setting up analytics

Core reports

Multichannel 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 and further reading

Index