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…mehr
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.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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).
Inhaltsangabe
* 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
* 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
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