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