Foreword Introduction Part One Digital branding in perspective 01 What digital branding really means How digital has changed branding Global soapbox Social medial 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 summary 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 conclusion 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 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 Multi-channel 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.