ForewordAcknowledgementsIntroductionPART ONE Digital branding in perspective 01 What digital branding really means 02 Focusing on value 03 Considering the user journey 04 Objectives and authenticityPART TWO The digital toolkit 05 Social media 06 Search 07 Mobile 08 Online advertising 09 Email marketing 10 CRM and marketing automation 11 From integration to transmedia campaignsPART THREE Digital brand strategy and measurement 12 Measuring digital branding 13 Primaries and indicators 14 The role of analytics 15 Bridging the gaps 16 The importance of asking questionsConclusionsReferences and further readingIndex