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Innovation and Best Practice
for Business Success

Established 1967



Multichannel Marketing Ecosystems

Multichannel Marketing Ecosystems

Creating Connected Customer Experiences

Markus Ståhlberg, Ville Maila

£19.99

Multi-Channel Marketing Ecosystems shows how companies can convert interactions into solid commercial results, both online and offline.

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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.


Table Of Contents

  • Section - ONE: From TV-centric thinking to a multichannel marketing ecosystem;
    • Chapter - 01: Introduction to the multichannel marketing ecosystem – Markus Ståhlberg;
    • Chapter - 02: The rise of digital branding – Simon McEvoy;
    • Chapter - 03: Holistic design for consumer engagement – Brad Brinegar;
    • Chapter - 04: TV is dead, long live TV – Rob Smith;
    • Chapter - 05: Multichannel ecosystem toolbox – Kyle Lacy;
    • Chapter - 06: Conversational customer journey planning – Felix Velarde;
    • Chapter - 07: Emerging mobile dynasty – Dimitrios Kontarinis;
    • Chapter - 08: Cross-channel analytics – Robert Cataford;
    • Chapter - 09: Software-driven marketing ROI – Scott Brinker;
  • Section - TWO: Establishing and successfully taking advantage of the multichannel ecosystem;
    • Chapter - 10: Why do big companies fail in the multichannel ecosystem? – Alexey Andreev;
    • Chapter - 11: How e-mail defines, builds and leverages brands – Anthony Schneider;
    • Chapter - 12: How to win your Zero Moment of Truth – Brice Bay;
    • Chapter - 13: 360° direct response marketing –Mike Teasdale;
    • Chapter - 14: Creating relevant conversations – Sundeep Kapur;
    • Chapter - 15: Social media romance – Justin Gray;
    • Chapter - 16: Changing face of Facebook marketing – Kristen James;
    • Chapter - 17: Essentials of mobile marketing technologies – David Marutiak;
    • Chapter - 18: How brands can succeed in the local mobile revolution – Paul Bruemmer;
    • Chapter - 19: E-mail: lifeblood of the online ecosystem – Richard Gibson and Guy Hanson;
    • Chapter - 20: Integrating search to a multichannel mix – James Murray;
    • Chapter - 21: What really counts in metrics – Erik Deckers;
  • Section - THREE: Beyond online: how to translate the multichannel ecosystem into revenue;
    • Chapter - 22: Marketing automation with apps – Ville Maila;
    • Chapter - 23: Using storytelling to build sales – Cam Brown;
    • Chapter - 24: Converting customer dialogues into revenue – Kristin Zhivago;
    • Chapter - 25: What comes after social media – Lon Safko;
    • Chapter - 26: How to spell marketing in 2015: product development – Martin Deinoff;
    • Chapter - 27: Smarter checkouts: beyond the transaction – Matthew Oxley;
    • Chapter - 28: Making money with metrics that matter – Chris Perry and Alex Steer;
    • Chapter - 29: Customer currency: contextualized data insights – Saul Stetson;
    • Chapter - 30: Introduction to predictive marketing – Brent Chaters



Reviews

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.
Hagen Wenzek, Freestyle Consulting, Journal of Digital and Social Media Marketing


Book Details

  • EAN: 9780749469627
  • Edition: 1
  • Published: 3rd November 2013
  • Paperback
  • Dimensions: 234x156
  • 280 pages

About the Author

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).


Markus Ståhlberg


Ville Maila


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