Multichannel Marketing Ecosystems: Creating Connected Customer Experiences - Rilegato

9780749476120: Multichannel Marketing Ecosystems: Creating Connected Customer Experiences

Rilegato

ISBN 10: 0749476125 ISBN 13: 9780749476120

Casa editrice: Kogan Page Ltd, 2015

"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"--

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Recensione:

"Very interesting nuggets of insight and advice. Being open-minded about the authors' perspectives 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)

Descrizione del libro:

Features contributions from Intuit, Enveritas Group, Tribal Fusion, VCCP Media, Blue Leaf and SapientNitro - marketing-leading companies from across the globe

Provides real-life examples from companies who have made the shift successfully from TV-centric thinking to multi-channel interactive systems

The rise of m-commerce - from money transfers to location-based services - highlights the growing importance of the interactive ecosystem for all companies, regardless of size

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