Contents -- Foreword -- 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 -- 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 -- Real-world integration -- Policy and planning -- Outreach, engagement and ego -- Social measurement -- Sentiment analysis -- Social media advertising -- Social media conclusions -- 06 Search -- Search engine optimization -- Link building -- SEO summary -- Paid search -- PPC considerations -- Working with PPC agencies -- 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 -- App advertising -- Ad networks versus media owners -- Targeting options -- Creative options -- Ad reporting and analytics -- Online advertising conclusions -- 09 E-mail marketing.

E-mail isn't exciting -- Ease of iteration -- The state of e-mail marketing -- 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 -- E-mail sign up versus social connection -- List segmentation -- Open rates and click-through rates -- E-mail templates and design -- 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 -- 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 -- With thanks -- Index.