The book proposes a comprehensive measurement framework to help shape the mindset of the next generation of digital brand marketers and enable them to focus not only on brand exposure and its impact on sales, but also on the brand experience they can now create using digital media, and its impact on long term profitability.
It guides you on a step by step through the five stages of the framework:
1. Expose your brand.
2. Attract people to your brand territory.
3. Engage providing valuable experiences.
4. Retain attention over the long term.
5. Influence perception, intent or behavior.
We also provide the set of KPIs that need to be measured at each of the stages. KPIs are designed to fulfill two different needs: the need to optimize efforts on a day-by-day basis, and the need to assess high-level success at each of the stages of the framework.
Finally, we'll help you bring accountability by surfacing the link between your online branding efforts and the most important outcomes expected from any branding campaign: to drive sales and to grow loyalty.