Introduction 1. Part one Digital branding in perspective What digital branding really means Focusing on value 13

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1 CONTENTS Foreword xii 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 10 Traditional brand metrics 10 Sum of all experiences 11 Clarifying touchpoints Focusing on value 13 Bridging the gap 13 Value proposition 15 It all comes down to content Considering the user journey 21 Multichannel marketing 21 User journey examples 22 Content marketing 25 The stages of the user journey 27 Mapping the user journey Objectives and authenticity 37 Branding for differentiation 38 Authenticity 39 Authentic value proposition 40

2 viii Pa r t t wo The digital toolkit Social media 45 Social is personal 45 User journey and value proposition 46 Content and engagement 46 Mobile social media experience 46 Informing your social media approach 47 Real-world integration 54 Policy and planning 55 Outreach, engagement and ego 57 Social measurement 62 Sentiment analysis 62 Social media advertising 63 Social media conclusions Search 71 Search engine optimization 74 Link building 89 SEO summary 93 Paid search 93 PPC considerations 99 Working with PPC agencies 101 SEO and PPC working together 102 Search conclusions Mobile 105 Technology for the sake of technology 105 User journey and context 106 Local intent 107 Integrated devices 107 The technology distraction 108 Mobile compatible is not mobile optimized 108 Technology challenges 108 Audience segmentation 110

3 ix Frictionless technology 110 Mobile sites and responsive design 111 Start with the fundamentals 111 Mobile apps 113 Mobile conclusions Online advertising 116 Advertising objectives 117 App advertising 118 Ad networks versus media owners 118 Targeting options 119 Creative options 120 Ad reporting and analytics 122 Online advertising conclusions marketing 124 isn t exciting 124 Ease of iteration 125 The state of marketing 125 Focusing on relevance 128 and the user journey 129 Going beyond last click 132 Selecting an service provider 133 Gaining opt-ins and building a list 137 sign up versus social connection 139 List segmentation 140 Open rates and click-through rates 141 templates and design 142 Sending and testing 146 Dynamic content generation and rules 148 marketing conclusions CRM and marketing automation 151 Definitions and practicalities 151 Single customer view and bringing data together 152

4 x CRM and ESP integration 154 Advanced personalization and triggering 157 Marketing automation 157 The lead nurturing process 158 Automation scoring 158 More advanced automation options 161 Testing, learning and adjusting 162 A warning on marketing automation 162 CRM and automation conclusions From integration to transmedia campaigns 164 Integration 164 Multichannel marketing is dead 165 Omni-channel marketing 165 Transmedia storytelling 166 Integration to transmedia conclusions 167 Part three Digital brand strategy and measurement Measuring digital branding 173 Defining brand value and valuation 173 Understand the value of every marketing activity 173 For perfection we need a mind-reading device 174 Digital shot itself in the foot 174 TV has culture, digital doesn t... yet 175 Filling the gaps 175 Measurement comes in many forms Primaries and indicators 180 Beyond the last click 180 Digital branding dashboards 182

5 xi 14 The role of analytics 184 The marvels of Google Analytics 184 Setting up analytics 185 Core reports 186 Multichannel funnels 193 Tracking code 195 Dashboards and analytics 195 Analytics conclusions Bridging the gaps 198 Gap correlation 198 Keeping it simple and the danger of selecting the wrong primaries 199 Bring in offline channels and experiences 200 Offline indicators 202 A word on contribution 202 Seeing it in action The importance of asking questions 204 Confirming not predicting 204 Sum of experiences 205 Checking my dashboard 206 No one said it was going to be easy 206 Conclusions 207 References and further reading 209 With thanks 213 Index 215