Digital Branding: A Complete Step-By-Step Guide to Strategy, Tactics, Tools and Measurement

233 Pages·2017·2.94 MB·English

by  Daniel Rowles

i
P raise for
D i g i ta l B r a n D i n g
‘In the fast-paced world of digital media, every marketer needs a
bible – I can’t recommend Digital Branding enough.’ Gemma Butler,
associate Director of Marketing, The Chartered institute of Marketing
‘Worthy of a spot on your desk if you’re passionate about delivering
results through digital channels. A practical and strategically minded
guide. I highly recommend it.’ Tim ruthven, Head of Marketing
innovation, imperial College Business school
‘The defnitive hands-on guide.’ Ciaran rogers, co-host of The Digital
Marketing Podcast
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iii
Second Edition
Digital Branding
A complete step-by-step guide to
strategy, tactics, tools and measurement
Daniel Rowles
iv
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book
is accurate at the time of going to press, and the publisher and author cannot accept
responsibility for any errors or omissions, however caused. No responsibility for loss or
damage occasioned to any person acting, or refraining from action, as a result of the
material in this publication can be accepted by the editor, the publisher or the author.
First published in Great Britain and the United States in 2014 by Kogan Page Limited
Second edition published in 2018
Apart from any fair dealing for the purposes of research or private study, or criticism or review,
as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be
reproduced, stored or transmitted, in any form or by any means, with the prior permission in
writing of the publishers, or in the case of reprographic reproduction in accordance with the terms
and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be
sent to the publishers at the undermentioned addresses:
2nd Floor, 45 Gee Street c/o Martin P Hill Consulting 4737/23 Ansari Road
London EC1V 3RS 122 W 27th St, 10th Floor Daryaganj
United Kingdom New York NY 10001 New Delhi 110002
www.koganpage.com USA India
© Daniel Rowles, 2014, 2018
The right of Daniel Rowles to be identifed as the author of this work has been asserted by him in
accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 8169 8
E-ISBN 978 0 7494 8168 1
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Names: Rowles, Daniel, author.
Title: Digital branding : a complete step-by-step guide to strategy, tactics,
tools and measurement / Daniel Rowles.
Description: 2nd Edition. | New York : Kogan Page Ltd, [2018] | Revised
edition of the author’s Digital branding, 2014. | Includes bibliographical
references and index.
Identifers: LCCN 2017043568 (print) | LCCN 2017052184 (ebook) | ISBN
9780749481681 (ebook) | ISBN 9780749481698 (alk. paper)
Subjects: LCSH: Internet marketing. | Branding (Marketing)
Classifcation: LCC HF5415.1265 (ebook) | LCC HF5415.1265 .R688 2018 (print)
| DDC 658.8/2702854678–dc23
Typeset by Integra Software Services, Pondicherry
Print production managed by Jellyfsh
Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY
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This book is dedicated to my wife, ‘No days off’ Susana,
my daughter, ‘Wait, what!?’ Teresa and my son,
‘Hello children!’ Charlie.
PS Happy 40th Susana; does this beat a bench?
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ConTenTs
Foreword xiii
With thanks xiv
introduction 1
Part onE Digital branding in perspective 3
01 What digital branding really means 7
How digital has changed branding 7
Global soapbox 8
Social media fail 9
Traditional brand metrics 10
Sum of all experiences 10
Clarifying touchpoints 11
02 focusing on value 13
Bridging the gap 13
Value proposition 14
It all comes down to content 17
03 Considering the user journey 23
Multichannel marketing 23
User journey examples 24
Content marketing 27
The stages of the user journey 29
Content mapping 31
Value proposition and user journey 31
Mapping the user journey 32
iv Contents
40 objectives and authenticity 39
Branding for differentiation 40
Authenticity 41
Authentic value proposition 42
Part two The digital toolkit 45
50 social media 47
Social is personal 47
User journey and value proposition 48
Content and engagement 48
Mobile social media experience 48
Informing your social media approach 49
Social media monitoring and listening tools 52
Analytics 55
Real-world integration 56
Effectively implementing a social media policy 56
Culture and process 58
How to avoid a social media disaster 59
Social media crisis management plan 64
Outreach, engagement and ego 67
Social media conclusions 72
60 search 74
Enter the drumming gorilla 74
Search engine optimization 77
Keyword research for SEO 79
On-page optimization 84
Link building 89
Social signals 90
Measuring link authority 91
SEO summary 92
Paid search 93
PPC considerations 97
SEO and PPC working together 100
Search conclusions 100
Contents xi
70 Mobile 103
Technology for the sake of technology 103
User journey and context 104
Local intent 105
Integrated devices 105
The technology distraction 106
Mobile compatible is not mobile optimized 106
Technology challenges 106
Audience segmentation 108
Frictionless technology 108
Mobile sites and responsive design 109
Start with the fundamentals 109
Mobile apps 111
Mobile conclusions 112
80 online advertising 113
Advertising objectives 114
Ad networks versus media owners 115
Targeting options 116
Creative options 117
Ad reporting and analytics 118
Online advertising conclusions 119
90 e-mail marketing 124
Focusing on the user 124
E-mail isn’t exciting 124
Ease of iteration 125
Focusing on relevance 126
E-mail and the user journey 127
Going beyond last click 128
Selecting an e-mail service provider 130
Gaining opt-ins and building a list 131
List segmentation 133
Open rates and click-through rates 135
E-mail design 136
E-mail templates 138