Always on : digital brand strategy in a big data world / Arve Peder Øverland
- Øverland, Arve Peder
- Farnham, Surrey ; Burlington : Gower Publishing, 
- Physical Description:
- xi, 279 pages ; 23 cm
- Introduction -- The symptoms -- Companies see challenges in digital transformation -- The website -- Why are we in social media? -- Is a customer loyal if they're in my program? -- Defining a business online -- Data the great myth buster -- The solution is never the next gadget -- The business case -- Understanding the need -- Preparedness for today and inevitable change -- The brand -- Symbiotic relationship between brand and digital strategy -- Developing brand positioning and value propositions -- Ux based brand workshop model -- Implementation strategy -- The strategy -- Defining digital strategy and its development process -- Research, facts and insights -- Finally we're seeing the big picture through big data -- The strategy documents, campaigns and builds -- Getting started -- Setting objectives : stakeholders and their requirements -- Defining your digital ecosystem -- One: an honest evaluation of your people and systems -- Two: communication and change management -- Three: implementation planning and tactical roadmap -- The governance -- Four: the governance of digital programs and systems -- Five: the importance of performance measurement -- Six: content calendars, accounts info and password storage -- Seven: ongoing communications strategy -- Eight: system and reputational risk management -- Nine: how to obtain, develop, retain and verify competence -- Building better partnerships -- One: legal and regulatory aspects of digital governance -- Conclusion -- Bibliography -- About the author.
- 9781472447791 (hardback : alk. paper)
1472447794 (hardback : alk. paper)
- Bibliography Note:
- Includes bibliographical references and index.
View MARC record | catkey: 14406030