Brand Building in the Platform World: How to Grow Your Brand in a Changing Digital Landscape

1. Auflage 2024
ISBN: 978-1-3986-1377-5
Verlag: KOGAN PAGE

Buch, Englisch, 256 Seiten, Format (B × H): 156 mm x 234 mm

Get your brand off the 'performance plateau' and learn why using platforms to build your brand can drive both immediate sales and long-term growth.

Research has shown that for many companies, the performance plateau is a real and frustrating part of a brand's growth cycle that can affect every company from SMEs and start-ups to big names with an established presence. Brands are getting to a point where the success of their traditional approach stalls, providing less return on ad spend and leaving them looking for new ways to grow.

The best way to address this stagnation? Focus your time and effort on building your brand and join companies like AirBnB in reporting your highest profits yet.

Covering each of the 10 key platforms in-depth including; Google, Meta, TikTok, Amazon, LinkedIn, Snapchat, Twitter, Pinterest, Spotify and YouTube, this book provides practical advice and case studies for marketing professionals of brands of every kind and at each stage of maturity. Brand-Building in the Platform World will help you pick the best platforms for your brand and maximize on their effectiveness to deliver tangible results.

Autoren/Hrsg.

Roach, Tom

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Section - ONE: Welcome to the Platform Age; Chapter - 01: The Platform Age; Chapter - 02: What Won't Change in the Platform Age; Section - TWO: The Platforms: A 101; Chapter - 03: The Platform Landscape; Chapter - 04: A Marketer's Guide to Each Platform; Section - THREE: Effective Platform Strategies; Chapter - 05: Welcome to Platform Strategy; Chapter - 06: Best Brand-Building Practice; Chapter - 07: Starting Up, Scaling Up, & Staying Big; Chapter - 08: Funnels & Consumer Journeys; Section - FOUR: Campaigns in the Platform Age; Chapter - 09: Platform Native Creativity; Chapter - 10: Winning Ideas and Tactics; Chapter - 11: Measuring Success; Section - FIVE: The Future of the Platforms for Marketing; Chapter - 12: Future Platforms & the Future of Marketing; Chapter - 13: Summary & Conclusion

Über Autor(innen)

Roach, Tom
Tom Roach is an in-demand speaker and award-winning strategist in marketing and communications, based in London, UK. With over 20 years' experience working for marketing and communications agencies, he is currently vice-president of brand planning at Jellyfish Global. He has won numerous Gold and Silver IPA Effectiveness Awards for campaigns that he's worked on and has worked with successful brands such as Sainsbury's, the BBC and Mercedes-Benz. He has a regular column in Marketing Week and a blog that's required reading in the industry and has spoken at events including Google Firestarters and the IPA's Effweek.

Tom Roach is an in-demand speaker and award-winning strategist in marketing and communications, based in London, UK. With over 20 years' experience working for marketing and communications agencies, he is currently vice-president of brand planning at Jellyfish Global. He has a regular column in Marketing Week, a blog that's required reading in the industry and has spoken at events including Google Firestarters and the IPA's Effweek.