Multichannel Marketing Ecosystems: Creating Connected Customer Experiences - Softcover

Ståhlberg, Markus; Maila, Ville

Softcover

ISBN 10: 0749469625 ISBN 13: 9780749469627

Publisher: Kogan Page, 2013

Synopsis

<p>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.<br><br><b><i>Multi-Channel Marketing Ecosystems</i></b> 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, <b><i>Multi-Channel Marketing Ecosystems</i></b> 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.</p>

About this title

About the Authors

<b>Markus Stahlberg</b> is the CEO of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe.

<b>Ville Maila</b> is the Planning Director of Phenomena Group Ltd. Phenomena Group was the first shopper marketing company to be founded in Europe.

Edition details

• Publisher: Kogan Page
• Publication date: 2013
• Language: English
• ISBN 10: 0749469625
• ISBN 13: 9780749469627
• Binding: Paperback
• Edition number: 1
• Number of pages: 280