Markus Stahlberg

Multichannel Marketing Ecosystems: Creating Connected Customer Experiences Markus Stahlberg

Brief Description: " 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, this book shows how marketers and brand managers can react positively to changes in consumer behavior, building customer responses and loyalty via the full spectrum of digital media. This book features 32 contributors from leading marketing companies across the globe such as, the California-based accounting software company Intuit, South Carolina-based Content Marketing company Enveritas Group, California-based advertising company Tribal Fusion, and SapientNitro, an international marketing and advertising company"--Review Quotes: "[V]ery interesting nuggets of insight and advice... Being open minded about the authors' perspectives on [the topics] 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 "Marc Notes: ; 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, this book shows how marketers and brand managers can react positively to changes in consumer behavior, building customer responses and loyalty via the full spectrum of digital media. This book features 32 contributors from leading marketing companies across the globe such as, the California-based accounting software company Intuit, South Carolina-based Content Marketing company Enveritas Group, California-based advertising company Tribal Fusion, and SapientNitro, an international marketing and advertising company--; Provided by publisher.; 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--; Provided by publisher.. Biographical Note: Written by 35 individual contributors from around the world and edited and co-authored by Markus Stahlberg, CEO and Ville Maila, App Director of . PROMO Inc. . PROMO is groundbreaking software that brings gamification to e-commerce platforms, using marketing automation to fix the biggest bottleneck of online sales. Together, Stahlberg and Maila are also the editors of "Shopper Marketing" (Kogan Page). Contributors Alexey Andreev, SUP MediaBrice Bay, CEO of EnVeritas GroupBrad Brinegar, Partner, Chairman and CEO at McKinneyScott Brinker, President and Chief Technology Officer at ion interactiveCam Brown, Founder and CEO of King Fish MediaPaul Bruemmer, Managing Partner of PB Communications LLCRobert Cataford, Vice President of Customer Intelligence at BusinessOnlineBrent Chaters, Senior Manager Customer Marketing at Intuit""Erik Deckers, Co-owner and Vice President of Creative Services for Professional Blog ServiceMartin Deinoff, Senior Vice President at CreunaRichard Gibson, Director of Client Services for Return Path (Northern Europe) Justin Gray, CEO of LeadMDGuy Hanson, Director of Consulting for Return Path (EMEA) Kristen James, Author and Owner of Bravado PublishingSundeep Kapur, Digital Strategies at Allied Solutions LLCDimitrios Kontarinis, Director of Innovation at VeltiKyle Lacy, Senior Manager of Content Marketing & Research for ExactTargetDavid Marutiak, Managing Director of ScanbuySimon McEvoy, Planning Director of Tangent SnowballJames Murray, Digital Insight Manager for Experian Marketing ServicesMatthew Oxley, Founder and Managing Director at Truly DigitalChris Perry, Joint CEO at Fabric WorldwideLon Safko, President and CEO of Innovative Thinking LLC, Paper Models Inc and Extreme Digital MarketingAnthony Schneider, President of Mass TransmitRob Smith, Strategy Director at BlueleafAlex Steer, Senior Strategist at Fabric WorldwideSaul Stetson, Client Strategy Manager at ExponentialMike Teasdale, Planning Director at Harvest DigitalFelix Velarde, CEO of UnderwiredKristin Zhivago, President of Zhivage Management PartnersTable of Contents:"AcknowledgementsPreface"Part I From TV-centric thinking to a multichannel marketing ecosystem01 Introduction to the multichannel marketing ecosystem"Markus Stahlberg"Paradigm changeThe interactive consumerThe ecosystemHarnessing the multichannel marketing ecosystem02 The rise of digital branding"Simon McEvoy"How the interactive ecosystem is transforming our concept of the brand03 Holistic design for consumer engagement"Brad Brinegar"Integration requires a different view of how people and brands do - and will - interactIntegration requires a new cultureIntegration requires different physical space and organizationIntegration requires new tools and skillsIntegration survives through innovationIntegration requires leadershipFinal thoughts04 TV is dead, long live TV"Rob Smith"Traditional TVThe changing worldWhat TV really means nowWhat does this mean for marketers?Five golden rules for marketers and the new 'TV'05 Multichannel ecosystem toolbox"Kyle Lacy"E-mail marketingMobile marketingSocial marketingCRMWeb analytics06 Conversational customer journey planning"Felix Velarde"So where do you start?Getting customers to change what they thinkThe actions matrixWhat to say whenChannel selectionBenchmark for improvement07 Emerging mobile dynasty"Dimitrios Kontarinis"Why is mobile the connecting medium?Mobile is a way of lifeRiding the technological waveMobile content is kingMobile user experience: multi-sense, multi-interactionConclusion08 Cross-channel analytics"Robert Cataford"Digital advertising: a marketing analysis dreamMeasuring the success of a campaignThe reality of the new ecosystem'Big data' can it provide the answers?Connecting the dataMeasure based on intentPutting it all together09 Software-driven marketing ROI"Scott Brinker"From communications to experiencesArchitecting brand experiencesSoftware powers the modern brand experienceMarketing's new role in software leadershipSoftware is the new fabric of marketingPart II Establishing and successfully taking advantage of the multichannel ecosystem10 Why do big companies fail in the multichannel ecosystem?"Alexey Andreev"Zoological model: elephants and anthillsSymbiotes and parasites: why brand communities failMimicry of butterflies and nutrition of locustsWhat's next?11 How e-mail defines, builds and leverages brands"Anthony Schneider"Many heads and long legsThe medium is the multifarious messageFirst and fastBrand personalizerBrand builderMeasurable mediaBounce factorSocial starterWeb and app launchpadSearch enhancerMobile moverThe future: the medium is in motionMeasuring the long tail12 How to win your Zero Moment of Truth"Brice Bay"Join the conversationAnswer questionsListen to your usersStart with seven steps to win your ZMOT13 360 direct response marketing"Mike Teasdale"What does the interactive direct marketing ecosystem look like?The interactive direct response ecosystemThe future: opportunities and threats14 Creating relevant conversations"Sundeep Kapur"Two personal storiesCreate relationships through relevanceProvided preferencesObserved preferencesImplied preferencesAsking questionsIs your consumer real?Grabbing your consumers' attention?Perfecting transactionsBuilding an intelligent preference centreLeveraging mobilityCreating interactive conversations15 Social media romance"Justin Gray"Courting social media: what marketers can and can't expect when integrating social with other marketing platformsOngoing flirtation: how social media fits into the marketing automation plan and platformChasing the ideal: current best practices for integration and where we'd like to eventually end upNurturing the relationship: how to make social media part of the nurture funnelReward of the relational investment: what points best indicate social media ROI16 Changing face of Facebook marketing"Kristen James"How to lose fansHow to gain fansGet noticedChanges on FacebookEmbrace change17 Essentials of mobile marketing technologies"David Marutiak"Comparing mobile access typesCode action typesIllustrative campaign resultsMulti-modal campaign examplesConclusions18 How brands can succeed in the local mobile revolution"Paul Bruemmer"Over half of searches have local intentWhy you need a local internet presenceLocal listings are rated 'most relevant' and 'trusted'Online reviews matterMobile devices impact local search and buying behaviourChanges in consumer buying behaviourOptimize location and mobile landing pages for local SEOOptimize, publish and distribute bulk data feeds to information services, internet Yellow Pages (IYPs) and local mapsInformation service providers and IYPsLocal/mobile search information service listingsLocal business data aggregatorsConclusion19 E-mail: lifeblood of the online ecosystem"Richard Gibson and Guy Hanson"IntroductionThe importance of measurabilityThe rise and rise of mobile e-mailThe long arm of the lawLurking inside the crystal ball20 Integrating search to a multichannel mix"James Murray"Marketing principles: know, get, keepThe growing importance of searchThe importance of relevanceHow does search relate to know, get, keep?Know: market opportunityGet: fast-moving search trendsKeep: customer engagementConclusion21 What really counts in metrics"Erik Deckers"How would you like to reach 120 million homes?How thousands are worth more than millionsSocial media marketing is just another tool in the toolboxThe final secret about social media marketingPart III Beyond online: how to translate the multichannel ecosystem into revenue22 Marketing automation with apps"Ville Maila"Does marketing need IT projects?Value of technologyFrom IT projects to appsCustomization of communications, not technologyTip of an icebergCampaigns as appsImplications and benefits of the app approach23 Using storytelling to build sales"Cam Brown"24 Converting customer dialogues into revenue"Kristin Zhivago"Looking at the situation from the buyer's perspectiveA business-to-business exampleA consumer-side exampleAn example of internal thinking25 What comes after social media"Lon Safko"The Fusion Marketing Safko Wheel: 12-step processDigital tool analysisBusiness cards and almost everythingFusion marketing analysisSecond Life and web pagesStrategy, objective, tool and tactic development26 How to spell marketing in 2015: product development"Martin Deinoff"MarketingBlurPower to the peopleValueFuture marketingProduct developmentKilobyte outweighs kilogramOverabundanceFuture product development27 Smarter checkouts: beyond the transaction"Matthew Oxley"IntroductionThe logic behind checkout optimizationJust whose checkout is it anyway?Diet or tone?Having your cake and eating it28 Making money with metrics that matter"Chris Perry and Alex Steer"Finding the finish lineBeyond the 'guesswork economy'From optimizing to innovating29 Customer currency: contextualized data insights"Saul Stetson"What is contextualization?Practical and actionableScientific segmentationQuestioning assumptionsSeasonal strategyData as a true international currencyOne final note: interpretation remains key30 Introduction to predictive marketing"Brent Chaters"What is predictive marketing?Why predictive marketing is critical to successHow to better understand your customerEvolving predictive marketingWhere predictive marketing is going"Index"

Contributor Bio:  Stahlberg, Markus Markus Stahlberg is the CEO of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe. Contributor Bio:  Maila, Ville Markus Stahlberg is the CEO of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe.