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Always on : Digital Brand Strategy in a Big Data World by Øverland, Arve Peder is a book available to read on EtoBox.

What is Always on : Digital Brand Strategy in a Big Data World about?

xi, 279 pages ; 23 cm, Includes bibliographical references and index, 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 i

Author

Øverland, Arve Peder

Publisher

Farnham, Surrey ; Burlington : Gower Publishing

Published

2014

Language

EN

ISBN

9781315566627

Subjects

Business, Management, Technology

Updated

2026-03-24