Chapter
Part I From TV-centric thinking to a multichannel marketing ecosystem
01 Introduction to
the multichannel marketing 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
Integration requires different physical space and organization
Integration requires new tools and skills
Integration survives through innovation
Integration requires leadership
04 TV is dead,
long live TV
What does this mean for marketers?
Five golden rules for marketers and
the new ‘TV’
05 Multichannel ecosystem toolbox
06 Conversational customer
journey planning
Getting customers to change what they think
Benchmark for improvement
07 Emerging mobile dynasty
Why is mobile the connecting medium?
Riding the technological wave
Mobile user experience: multi-sense,
multi-interaction
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?
09 Software-driven marketing ROI
From communications to experiences
Architecting 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
11 How e-mail defines, builds and leverages brands
The medium is the multifarious message
The future: the medium is in motion
12 How to win
your Zero
Moment of Truth
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
14 Creating relevant conversations
Create relationships through relevance
Grabbing your consumers’ attention?
Building an intelligent preference centre
Creating interactive conversations
Courting social media: what marketers can and can’t expect when integrating social with other marketing platforms
Ongoing flirtation: how social media fits into the marketing automation plan and platform
Chasing the ideal: current best practices
for integration and where we’d like to eventually end up
Nurturing the relationship: how to make social media part of the nurture funnel
Reward of the relational investment:
what points best indicate social media ROI
16 Changing face of Facebook marketing
17 Essentials
of mobile marketing technologies
Comparing mobile access types
Illustrative campaign results
Multi-modal campaign examples
18 How brands can succeed in the local mobile revolution
Over half of searches have local intent
Why you need a local internet presence
Local listings are rated ‘most relevant’ and ‘trusted’
Mobile devices impact local search and buying behaviour
Changes in consumer buying behaviour
Optimize location and mobile landing pages for local SEO
Optimize, publish and distribute bulk data feeds to information services, internet Yellow Pages (IYPs) and local maps
Information service providers and IYPs
Local/mobile search information service listings
Local business data aggregators
19 E-mail:
lifeblood of
the online ecosystem
The importance of measurability
The rise and rise of mobile e-mail
Lurking inside the crystal ball
20 Integrating search to
a multichannel mix
Marketing principles: know, get, keep
The growing importance of search
The importance of relevance
How does search relate to know, get, keep?
Get: fast-moving search trends
Keep: customer engagement
21 What really counts in metrics
How would you like to reach 120 million homes?
How thousands are worth more than millions
Social media marketing is just another tool in the toolbox
The final secret about social media marketing
Part III Beyond online: how to translate the multichannel ecosystem into revenue
22 Marketing automation with apps
Does marketing need IT projects?
Customization of communications, not technology
Implications and benefits of the app approach
23 Using storytelling to build sales
24 Converting customer dialogues into revenue
Looking at the situation from the buyer’s perspective
A business-to-business example
An example of internal thinking
25 What comes after social media
The Fusion Marketing Safko Wheel:
12-step process
Business cards and almost everything
Fusion Marketing analysis
Second Life and web pages
Strategy, objective, tool and tactic development
26 How to spell marketing in 2015: product development
Kilobyte outweighs kilogram
Future product development
27 Smarter checkouts: beyond the transaction
The logic behind checkout optimization
Just whose checkout is it anyway?
Having your cake and eating it
28 Making money with metrics that matter
Beyond the ‘guesswork economy’
From optimizing to innovating
29 Customer currency: contextualized data insights
What is contextualization?
Data as a true international currency
One final note: interpretation remains key
30 Introduction
to predictive marketing
What is predictive marketing?
Why predictive marketing is critical to success
How to better understand your customer
Evolving predictive marketing
Where predictive marketing is going
Multichannel Marketing Ecosystems
：Creating Connected Customer Experiences
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