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

by Daniel Rowles

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.

Genres: Business, Nonfiction, Design

232 pages, Paperback

First published January 1, 2014

Reviews

[Abhijeet Kashyap · Rating 3 out of 5]

Mentions that it's a step-by-step guide to digital Branding strategy, but it's just good for bullet points and a checklist, most useful info is like a random insight. It touches a lot of things but many of them are superficial. Only chapter covered in detail and very meaningful is the one on emails.

[Diego Ferreira · Rating 4 out of 5]

Livro completíssimo sobre como se posicionar no digital e todas as ferramentas que agregam. Um ótimo livro de consulta para marketeiros no digital, está ficando um pouco defasado pelas ferramentas atuais e mais modernas, mas ainda é útil.

[Aoife Cullen · Rating 5 out of 5]

Really informative book. Bought it to help me in final year of University and currently still find myself referring to it 3 years later.

[Bianca Smith · Rating 5 out of 5]

Digital Branding by Daniel Rowles is exactly the digital marketing book I would write. It's current, relevant, very practical, honest, and topical. Perhaps a little too much so. I can see some "old-timers" being intimidated by the practices Rowles demands.

The book is divided in three parts. The first is an introduction to digital branding with some great definitions. This is where the "love" count started early. Yes, most digital communications about a brand don't directly include the brand. Yes, it needs to be measurable. And my favorite, verbatim, "brand awareness is a phrase that is often used to justify digital activity that doesn't have clear objectives". I'm not telling which early project I worked on where this was a common management line.

Digital Branding's value is in the second part: The Digital Toolkit. It's practical and realistic, suggesting free tools, and acknowledging the top end of the market, like Google Analytics Enterprise. Intermixed are case studies and advice, with gems like only doing something if you have something to say, and that social media is essentially PR.

Part three, Strategy and Measurement, is the weakest, but only in parts. The strategy chapter is less tangible fluff. This is made up in the next chapter. Analytics describes useful reports in Google Analytics. I love (yes, love count was high) the reminder that a high bounce rate isn't bad if the customer got what they needed.

Who is Digital Branding For?

I think my annotation here was perfect: "Am I loving this because it reinforces my ideas and it's actually too basic? Who is this for?"

It's detailed enough for experienced digital marketers, but clear enough for marketers new to digital, or even non-marketers. Of course, the newer you are the more you'll get from Digital Branding, but I picked up some tools from the kit and a couple of tips.

This book isn't release until April, but I recommend it. In fact, I'm buying a copy. My ARC was produced too early for all the tables to be included.

[Periplus · Rating 5 out of 5]

Era digital berubah dengan sangat cepat, dimana social media memiliki pengaruh yang kuat dalam marketing dan branding. Oleh karenanya, Digital Branding memberikan arahan bagaimana menciptakan, mendistribusikan, dan mengukur strategi kampanye digital. https://blog.periplus.com/digital-bra...

Daniel Rowles menghadirkan perencanaan brand dalam framework yang praktis dan tahap demi tahap. Dia juga memberikan penjelasan mengenai channel mana yang bisa dimanfaatkan untuk mendistribusikan kampanye yang telah dibuat tersebut. Dan juga bagaimana mengukur efektivitas dari setiap kampanye yang telah dibuat.

Dalam mengeksplorasi topik seperti content marketing, social media, search optimization and web analytics, Digital Branding menampilkan studi kasus dari pengalaman nyata. Dia juga memberikan masukan mengenai tools yang bisa digunakan, baik yang gratis maupun yang berbayar. Dengan demikian, Anda dapat menghitung ROI (return on investment) dan ROAS (return on Ad Spend) dari setiap channel yang Anda pakai. Anda akan melihat bagaimana mengambil data dan mengolahnya dari tools tersebut. Digital Branding juga memberikan gambaran contoh social guidelines, process and policy. https://blog.periplus.com/digital-bra...

Buku ini merupakan update dari buku yang sama yang terbit tahun 2014. Update penting dari edisi kedua ini adalah terutama dalam social media guidelines and policy. Bagaimana mengatasi kemajuan dalam mobile marketing dan mobile payment, as well as augmented and virtual reality.

Buku ini masih menambahkan beberapa tools yang berbayar dan gratis, juga checklist yang berharga, memberikan gambaran proses dari awal hingga akhir sebuat digital branding, dan alat-alat yang dapat digunakan untuk mengukur bermacam channels dan tujuan. https://blog.periplus.com/digital-bra...

[Đỗ Bích · Rating 4 out of 5]

Nếu như ở ngoài kia có quá trời định nghĩa rất dài và học thuật về thương hiệu thì Daniel Rowles mang đến một định nghĩa thương hiệu vô cùng đơn giản: Thương hiệu là tính cách của một thứ gì đó. Còn xây dựng thương hiệu số là tổng hợp mọi trải nghiệm trực tuyến mà chúng ta có và dựa vào việc cung cấp giá trị. Đến đây, có lẽ nhiều người sẽ đoán ra được một vài mạch triển khai của cuốn sách này đó là chỉ ra những lỗi sai khi xây dựng thương hiệu và đưa ra những công cụ, chiến lược, phương pháp để đo lường hoạt động xây dựng thương hiệu. Sự thực là khi mình bắt đầu đọc cuốn sách này, mình chưa hề có bất kì một khái niệm hay một góc nhìn nào về digital marketing nhưng đọc cuốn này mình đã mường tưởng và hiểu được tương đối những kiến thức sơ khai của lĩnh vực này. Chỉ tiếc một điều rằng, mình rating 3.5/5, không phải vì sách dở mà vì khả năng của mình còn kém khiến cho nhiều chỗ tác giả trình bày mình không hiểu được trọn vẹn, thậm chí nhiều khi mình rơi vào trạng thái đọc chỉ là đọc, ý là chỉ là đọc chữ, lúc đó mình mới cuống lên và bắt đầu đọc lại. Mình nghĩ rằng cuốn sách này sẽ phù hợp hơn với những người đã có trải nghiệm thực chiến bởi những kiến thức, những công cụ, những chiến lược, những sơ đồ phân tích đôi khi mình cảm thấy tại sao phải làm điều này nhỉ? nhưng nếu có kinh nghiệm chút chút rồi mình tin sẽ có cảm nhận khác. Vậy nên có thể mình sẽ đọc lại cuốn sách này vào 1 ngày nào đó trong tương lai.

[Darren · Rating 5 out of 5]

This book, which sets out to give practical guidance to online and digital brand building and development, may turn some of your current thinking on its head and correct some misunderstandings. It is a revised edition, bringing together key marketing elements to help the reader develop a framework that can be measured, exploited and monetarised with the aid of some of the latest thinking and techniques.

It was an enjoyable, accessible and informative read, being capable even of ‘teaching old dogs new tricks’. It can either be a book of revelations, an aide memoire or a refresher course – depending on your knowledge – whilst serving all audiences with equal aplomb. A heady mix of theory, real-world experience and deployed case studies help draw the reader’s focus. It is a book for doing and do-ers, rather than a drier academic read, although certainly it can guide the academic reader at the same time.

Clearly the book cannot be a deep-dive into every subject, but it does give you a clearer picture about how all the elements go together, such as e-mail marketing, social, mobile, law and so-forth, and then you are better equipped to seek deeper individual resources as necessary and understand its relevancy.

The book’s price is incredibly low for what you potentially stand to gain from its contents. A recommended reading consideration.

[Lisa · Rating 4 out of 5]

This extremely useful book is filled with wise advice about adding value and authenticity to your brand and how to use social media. Rowles provides examples of what worked for his company Target Internet, and he also gives examples of successful campaigns and failed campaigns. He shows why Pepsi's charity advertising campaign was a great idea that didn't succeed, because it lacked authenticity.

If you take the time to read this book and apply the excellent suggestions to your brand, you will be sure to see the benefits soon!

[Joseph · Rating 5 out of 5]

This was one of the more comprehensive, and straight-forward guides on marketing, and digital branding that I have read thus far. This title will be an invaluable tool for many of our patrons starting their own online, or brick and mortar business. In addition, there are more than a few guidelines that are equally valuable to a library or other public institution that wishes to strengthen its outreach skills, as well as assess its efforts. Highly recommended for those who need help working in the ever-changing world of social media.

[Tiago M. · Rating 5 out of 5]

The author, Daniel Rowles, he shows with maestry the fundamental principle of digital branding. Even that, he delivered everything that has in the title of his book, like tools to enhance our experience with digital branding.

I really recommend this book for everyone who needs to know about what is digital branding and to get so many rule of thumbs in a way to be more awareness about this constant evolution world of digital. Amazing book!

My rate: 5 out of 5.

[Lucas Oliveira · Rating 3 out of 5]

Livro básico para quem está começando no mundo digital. O livro não tem linguagem difícil e traz informações básicas e iniciais pra quem nunca ouviu falar sobre digital branding ou marketing digital. Não agrega muito, sendo muito mais teórico, não trazendo exemplos reais do que deve ser feito para que possa desenvolver sua marca no mundo digital.

[Ze Walderico Assunção · Rating 4 out of 5]

Livro bastante técnico, o que é bom. Porém os links que ele fornece já não existem mais e acredito que pelo tempo que foi escrito, já merece uma nova edição atualizada. Livros de MkT digital tem validade curta por tudo ser muito dinâmico. Mas o livro é uma boa leitura principalmente para quem trabalha com a parte de planejamento e estratégia.

[David Yarde · Rating 3 out of 5]

An okay read. Offers a lot of information for someone wanting to learn more about branding in a digital world.

[Cristiane Thiel · Rating 5 out of 5]

Eu li a versão em inglês e agora estou relendo em português. Posso dizer que é um livro completo. Traz insights para especialistas e ajuda de verdade os iniciantes, pois é extremamente didático.

[Fábio Henckel · Rating 4 out of 5]

Bem útil

[Cristiano Franco · Rating 3 out of 5]

Livro útil para entendimento dos conceitos de marketing digital principalmente voltados a tráfego no Google. Acredito que explorou pouco as mídias sociais.