Promotional Information
As consumer behaviour reacts to, and changes with, increased usage
of online and mobile technology, Multi-Channel Marketing Ecosystems
shows how companies can convert interactions into solid commercial
results, both online and offline.
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
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).
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*