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Multichannel Marketing Ecosystems

Book Description

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

  1. Cover page
  2. Title page
  3. Imprint
  4. Table of contents
  5. Acknowledgements
  6. Preface
  7. Part I: From TV-centric thinking to a multichannel marketing ecosystem
    1. 1. Introduction to the multichannel marketing ecosystem
    2. 2. The rise of digital branding
    3. 3. Holistic design for consumer engagement
    4. 4. TV is dead, long live TV
    5. 5. Multichannel ecosystem toolbox
    6. 6. Conversational customer journey planning
    7. 7. Emerging mobile dynasty
    8. 8. Cross-channel analytics
    9. 9. Software-driven marketing ROI
  8. Part II: Establishing and successfully taking advantage of the multichannel ecosystem
    1. 10. Why do big companies fail in the multichannel ecosystem?
    2. 11. How e-mail defines, builds and leverages brands
    3. 12. How to win your Zero Moment of Truth
    4. 13. 360° direct response marketing
    5. 14. Creating relevant conversations
    6. 15. Social media romance
    7. 16. Changing face of Facebook marketing
    8. 17. Essentials of mobile marketing technologies
    9. 18. How brands can succeed in the local mobile revolution
    10. 19. E-mail: lifeblood of the online ecosystem
    11. 20. Integrating search to a multichannel mix
    12. 21. What really counts in metrics
  9. Part III: Beyond online: how to translate the multichannel ecosystem into revenue
    1. 22. Marketing automation with apps
    2. 23. Using storytelling to build sales
    3. 24. Converting customer dialogues into revenue
    4. 25. What comes after social media
    5. 26. How to spell marketing in 2015: product development
    6. 27. Smarter checkouts: beyond the transaction
    7. 28. Making money with metrics that matter
    8. 29. Customer currency: contextualized data insights
    9. 30. Introduction to predictive marketing
  10. Index
  11. Full imprint