The Resource Multichannel marketing ecosystems, edited by Markus Ståhlberg and Ville Maila

Multichannel marketing ecosystems, edited by Markus Ståhlberg and Ville Maila

Label
Multichannel marketing ecosystems
Title
Multichannel marketing ecosystems
Statement of responsibility
edited by Markus Ståhlberg and Ville Maila
Contributor
Editor
Subject
Language
eng
Summary
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 th
Cataloging source
UMI
Dewey number
658.8/72
Illustrations
illustrations
Index
index present
LC call number
HF5415.126
LC item number
.M843 2014
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Label
Multichannel marketing ecosystems, edited by Markus Ståhlberg and Ville Maila
Publication
Bibliography note
Includes bibliographical references and index
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Acknowledgements; Preface; Part I From TV-centric thinking to a multichannel marketing ecosystem; 01 Introduction to the multichannel marketing ecosystem; Paradigm change; The interactive consumer; The ecosystem; Harnessing the multichannel marketing ecosystem; 02 The rise of digital branding; How the interactive ecosystem is transforming our concept of the brand; 03 Holistic design for consumer engagement; Integration requires a different view of how people and brands do -- and will -- interact; Integration requires a new culture
  • From communications to experiencesArchitecting brand experiences; Software powers the modern brand experience; Marketing's new role in software leadership; Software is the new fabric of marketing; Part II Establishing and successfully taking advantage of the multichannel ecosystem; 10 Why do big companies fail in the multichannel ecosystem?; Zoological model: elephants and anthills; Symbiotes and parasites: why brand communities fail; Mimicry of butterflies and nutrition of locusts; What's next?; 11 How e-mail defines, builds and leverages brands; Many heads and long legs
  • Integration requires different physical space and organizationIntegration requires new tools and skills; Integration survives through innovation; Integration requires leadership; Final thoughts; 04 TV is dead, long live TV; Traditional TV; The changing world; What TV really means now; What does this mean for marketers?; Five golden rules for marketers and the new 'TV'; 05 Multichannel ecosystem toolbox; E-mail marketing; Mobile marketing; Social marketing; CRM; Web analytics; 06 Conversational customer journey planning; So where do you start?; Getting customers to change what they think
  • The actions matrixWhat to say when; Channel selection; Benchmark for improvement; 07 Emerging mobile dynasty; Why is mobile the connecting medium?; Mobile is a way of life; Riding the technological wave; Mobile content is king; Mobile user experience: multi-sense, multi-interaction; Conclusion; 08 Cross-channel analytics; Digital advertising: a marketing analysis dream; Measuring the success of a campaign; The reality of the new ecosystem; 'Big data': can it provide the answers?; Connecting the data; Measure based on intent; Putting it all together; 09 Software-driven marketing ROI
  • The medium is the multifarious messageFirst and fast; Brand personalizer; Brand builder; Measurable media; Bounce factor; Social starter; Web and app launchpad; Search enhancer; Mobile mover; The future: the medium is in motion; Measuring the long tail; 12 How to win your Zero Moment of Truth; Join the conversation; Answer questions; Listen to your users; Start with seven steps to win your ZMOT; 13 360° direct response marketing; What does the interactive direct marketing ecosystem look like?; The interactive direct response ecosystem; The future: opportunities and threats
Control code
ocn867854390
Dimensions
unknown
Extent
1 online resource (xvi, 259 pages)
Form of item
online
Isbn
9780749469634
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
http://library.link/vocab/ext/overdrive/overdriveId
cl0500000357
http://library.link/vocab/recordID
.b29214580
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)867854390
  • pebcs0749469633

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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