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Branding Digital (Merek Digital)

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Digital branding diartikan sebagai cara untuk membingkai/membungkus brandsecara online menggunakan Aplikasi, Media Sosial, Website dan lain-lain. Dalam buku ini juga dijelaskan bagaimana cara terbaik untuk melakukan digital branding.Ini juga bisa diartikan sebagai identitas, visibilitas dan kreadibilitas antara konsumen yang terkait dan berinteraksi dalam suatu brand dalam sebuah platform digital. Dalam buku ini juga menjelaskan manfaat yang didapat dalam membangun sebuah digital branding antaralain: menjalin interaksi yang bak antar pengguna/pelanggan, mempermudah pengguna dalam mengingat suatu brand, memperluas koneksi brand, yang paling terpenting adalah mem-Viralkan bisnis anda. Kare\\r\\n........................................................................................................ i\\r\\nKATA PENGANTAR ....................................................................................................... iv\\r\\nDAFTAR ISI .................................................................................................................. iv\\r\\nBAB 1 Apa Itu Digital Branding ..................................................................................... 1\\r\\n1.1 Bagaimana Digital Telah Mengubah Branding ............................................................... 1\\r\\n1.2 Global Soapbox ............................................................................................................... 2\\r\\n1.3 Gagalnya Media Sosial .................................................................................................... 3\\r\\n1.4 Ukuran Merek Tradisional .............................................................................................. 3\\r\\n1.5 Jumlah dari Semua Pengalaman ..................................................................................... 3\\r\\n1.6 Mengklarifikasi titik Kontak ............................................................................................ 4\\r\\nBAB 2 FOKUS PADA NILAI ............................................................................................ 5\\r\\n2.1 Menjembatani Kesenjangan ........................................................................................... 5\\r\\n2.2 Proposisi Nilai ................................................................................................................. 6\\r\\n2.3 Semua Berujung pada Konten ........................................................................................ 8\\r\\nBAB 3 MEMPERTIMBANGAN PENGALAMAN PENGGUNA ............................................. 10\\r\\n3.1 Multichannel Marketing ................................................................................................. 10\\r\\n3.2 Pemasaran Konten .......................................................................................................... 12\\r\\n3.3 Tahapan Pengalaman Pengguna .................................................................................... 14\\r\\n3.4 Lingkaran Umpan Balik ................................................................................................... 15\\r\\n3.5 Memetakan Perjalanan Pengguna ................................................................................. 16\\r\\nBAB 4 TUJUAN DAN OTENTIKASI .................................................................................. 19\\r\\n4.1 Branding Untuk Diferensiasi ........................................................................................... 19\\r\\n4.2 Keaslian/Otentikasi ......................................................................................................... 20\\r\\n4.3 Proposisi Nilai Otentik .................................................................................................... 20\\r\\nBAB 5 MEDIA SOSIAL ................................................................................................... 22\\r\\n5.1 Keingintahuan Pragmatis ................................................................................................ 22\\r\\n5.2 Sosial itu Pribadi ............................................................................................................. 23\\r\\n5.3 Perjalanan Pengguna Dan Proposisi Nilai ....................................................................... 23\\r\\n5.4 Konten dan Keterlibatan ................................................................................................. 23\\r\\n5.5 Pengalaman media sosial seluler .................................................................................... 24\\r\\n5.6 Menginformasikan pendekatan media sosial Anda ....................................................... 24\\r\\n5.7 Analisis Web .................................................................................................................... 29\\r\\n5.8 Kebijakan dan Perencanaan ........................................................................................... 30\\r\\n5.9 Penjangkauan, Keterlibatan dan Keinginan .................................................................... 33\\r\\n\\r\\nv\\r\\n\\r\\n5.10 Pengukuran Sosial ......................................................................................................... 36\\r\\n5.11 Iklan Media Sosial ......................................................................................................... 35\\r\\n5.12 Studi Kasus .................................................................................................................... 39\\r\\nBAB 6 PENCARIAN (SEARCH) ........................................................................................ 45\\r\\n6.1 Optimisasi Mesin Pencari ............................................................................................... 47\\r\\n6.2 Istilah Pencarian Umum .................................................................................................. 50\\r\\n6.3 Pengoptimalan di Halaman ............................................................................................ 54\\r\\n6.4 Membangun Tautan ....................................................................................................... 58\\r\\n6.5 Ringkasan SEO ................................................................................................................. 62\\r\\n6.6 Pencarian Berbayar ......................................................................................................... 52\\r\\n6.7 Pertimbangan PPC .......................................................................................................... 67\\r\\n6.8 Bekerja dengan Agensi PPCPC......................................................................................... 68\\r\\n6.9 SEO dan PPC Berkerja Sama ........................................................................................... 69\\r\\n6.10 Kesimpulan “Search/Pencarian” ................................................................................... 70\\r\\n6.11 Studi Kasus .................................................................................................................... 70\\r\\nBAB 7 JARINGAN SELULER (MOBILE) ............................................................................ 72\\r\\n7.1 Teknologi Demi Teknologi .............................................................................................. 72\\r\\n7.2 Gangguan Teknologi ....................................................................................................... 74\\r\\n7.3 Tantangan Teknologi ...................................................................................................... 74\\r\\n7.4 Situs Seluler dan Desain Responsif ................................................................................. 77\\r\\n7.5 Aplikasi Jaringan Seluler ................................................................................................. 78\\r\\n7.6 Kesimpulan Jaringan Seluler (Mobile) ............................................................................ 78\\r\\nBAB 8 IKLAN ONLINE .................................................................................................... 79\\r\\n8.1 Tujuan Beriklan ............................................................................................................... 79\\r\\n8.2 Iklan Dalam Aplikasi ........................................................................................................ 80\\r\\n8.3 Tujuan Target Iklan ......................................................................................................... 81\\r\\n8.4 Kreatifitas ........................................................................................................................ 82\\r\\n8.5 Pelaporan dan Analisis Iklan ........................................................................................... 83\\r\\n8.6 Kesimpulan Iklan Online ................................................................................................. 84\\r\\nBAB 9 EMAIL MARKETING ............................................................................................ 85\\r\\n9.1 E-Mail Tidak Menarik ...................................................................................................... 85\\r\\n9.2 Keadaan E-mail Marketing .............................................................................................. 86\\r\\n9.3 Fokus Pada Hal Yang Terkait ........................................................................................... 88\\r\\n9.4 E-mail dan Perjalanan Pengguna .................................................................................... 89\\r\\n9.5 Melebihi Batas Klik Terakhir ........................................................................................... 91\\r\\n9.6 Memilih Penyedia Layanan Email ................................................................................... 92\\r\\n9.7 Meningkatkan Keikutsertaan Dan Daftar Peserta .......................................................... 95\\r\\n\\r\\nvi\\r\\n\\r\\n9.8 Pendaftaran Email Versus Koneksi Sosial ....................................................................... 97\\r\\n9.9 Open Rates dan Click-Through Rates (CTR) .................................................................... 98\\r\\n9.10 Template dan Desain Email .......................................................................................... 99\\r\\n9.11 Sending dan Testing ...................................................................................................... 101\\r\\n9.12 Pembuatan Dan Aturan Konten Dinamis ..................................................................... 103\\r\\n9.13 Kesimpulan E-mail Marketing ....................................................................................... 104\\r\\nBAB 10 CRM DAN OTOMATISASI MARKETING .............................................................. 105\\r\\n10.1 Definisi dan Kepraktisan ............................................................................................... 105\\r\\n10.2 Tampilan Pelanggan Tunggal Dan Menyatukan Data ................................................... 106\\r\\n10.3 Integrasi ESP dan CRM .................................................................................................. 107\\r\\n10.4 Sinkronisasi Data ........................................................................................................... 108\\r\\n10.5 Personalisasi Dan Pemicu Tingkat Lanjut ..................................................................... 109\\r\\n10.6 Otomatisasi Skor ........................................................................................................... 110\\r\\n10.7 Opsi Otomatisasi Yang Lebih Canggih .......................................................................... 112\\r\\n10.8 Peringatan Tentang Otomatisasi Pemasaran ............................................................... 113\\r\\n10.9 Kesimpulan ................................................................................................................... 113\\r\\nBAB 11 DARI INTEGRASI MENUJU KE TRANSMEDIA ...................................................... 115\\r\\n11.1 Integrasi ........................................................................................................................ 115\\r\\n11.2 Multichanel Marketing Sudah Mati .............................................................................. 115\\r\\n11.3 Kumpulan Saluran Pemasaaran .................................................................................... 115\\r\\n11.4 Transmedia Storytelling ................................................................................................ 116\\r\\n11.5 Kesimpulan ................................................................................................................... 117\\r\\nBAB 12 MENGUKUR DIGITAL BRANDING ...................................................................... 118\\r\\n12.1 Mendefinisikan Nilai Dan Penilaian Merek .................................................................. 119\\r\\n12.2 Pahami Nilai Dari Setiap Aktivitas Pemasaran .............................................................. 120\\r\\n12.3 Studi kasus Three Mobile – Dancing Pony .................................................................... 123\\r\\nBAB 13 PRIMER DAN INDIKATOR ................................................................................. 125\\r\\n13.1 Melebihi Klik Terakhir ................................................................................................... 125\\r\\n13.2 Dasbor Digital Branding ................................................................................................ 126\\r\\nBAB 14 PERAN ANALITIK .............................................................................................. 128\\r\\n14.1 Keajaiban Google Analytics .......................................................................................... 128\\r\\n14.2 Menyiapkan Analisis ..................................................................................................... 129\\r\\n14.3 Akuisisi .......................................................................................................................... 131\\r\\n14.4 Perilaku ......................................................................................................................... 133\\r\\n14.5 Konversi ........................................................................................................................ 134\\r\\n14.6 Siaran Multichannel ...................................................................................................... 136\\r\\n14.7 Kode Pelacakan ............................................................................................................. 138

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

658.8 AGU b

Penerbit

Semarang : YAYASAN PRIMA AGUS TEKNIK., 2021

Deskripsi Fisik

189 hal. ; 21 cm

Bahasa

Indonesia

ISBN/ISSN

9786235734040

Klasifikasi

658.8

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

-

Subjek

Merk Dagang

Info Detail Spesifik

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Pernyataan Tanggungjawab

Dr. Joseph Teguh Santoso, S.Kom., M.Kom

Versi lain/terkait

Lampiran Berkas

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