- Features contributions from Intuit, Enveritas Group, Tribal Fusion, VCCP Media, Blue Leaf and SapientNitro - marketing-leading companies from across the globe
- Provides real-life examples from companies who have made the shift successfully from TV-centric thinking to multi-channel interactive systems
- The rise of m-commerce - from money transfers to location-based services - highlights the growing importance of the interactive ecosystem for all companies, regardless of size
Multichannel Marketing Ecosystems
Creating Connected Customer Experiences
Multi-Channel Marketing Ecosystems shows how companies can convert interactions into solid commercial results, both online and offline.
Key features at a glance
EAN: 9780749469627
Edition: 1
Published:
Format: 234x156
280 pages
About the book
With dramatic changes in consumer behaviour - from online shopping to the influence of social media - marketers are finding it harder than ever to coordinate, prioritize and integrate the latest interactive channels into their overall brand-building strategy. Despite hard evidence showing the importance of digital marketing, the emphasis often remains on traditional media, with the most common social media channels being used without centralized coordination or integration with a wider marketing and branding campaign.
Multi-Channel Marketing Ecosystems examines a fundamental game changer for the entire marketing industry - the seismic shift from a single TV-centric path to a multi-channel interactive ecosystem which puts digital technology at the heart of every campaign. With separate chapters on the remaking of marketing, the rise of the digital brand, conversion optimization, m-commerce, searchability in a multi-channel world and predictive marketing, Multi-Channel Marketing Ecosystems shows how marketers and brand managers can react positively to changes in consumer behaviour, building customer responses and loyalty via the full spectrum of digital media.
About the authors
Multi-Channel Marketing Ecosystems is a collection of articles written by 35 individual contributors from around the world, edited by Markus Stahlberg and Ville Maila. Markus is the CEO of Phenomena Group Ltd, and Ville is the Planning Director. Phenomena group was the first shopper marketing company to be founded in Europe. It is the global leader in shopper promotions, and operates in over 40 countries. They are also the editors and co-authors of Shopper Marketing (Kogan Page, 2012).
Very interesting nuggets of insight and advice. Being open-minded about the authors' perspectives gives the reader a very valuable peek behind the curtain of how marketing can be conducted much more effectively.
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