Acknowledgements Preface Part I From TV-centric thinking to a multichannel marketing ecosystem 01 Introduction to the multichannel marketing ecosystem Markus Ståhlberg Paradigm change The interactive consumer The ecosystem Harnessing the multichannel marketing ecosystem 02 The rise of digital branding Simon McEvoy How the interactive ecosystem is transforming our concept of the brand 03 Holistic design for consumer engagement Brad Brinegar 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 Final thoughts 04 TV is dead, long live TV Rob Smith 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 Kyle Lacy E-mail marketing Mobile marketing Social marketing CRM Web analytics 06 Conversational customer journey planning Felix Velarde So where do you start? Getting customers to change what they think The actions matrix What to say when Channel selection Benchmark for improvement 07 Emerging mobile dynasty Dimitrios Kontarinis 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 Robert Cataford 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 Scott Brinker 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? Alexey Andreev 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 Anthony Schneider Many heads and long legs The medium is the multifarious message First 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 Brice Bay Join the conversation Answer questions Listen to your users Start with seven steps to win your ZMOT 13 360° direct response marketing Mike Teasdale What does the interactive direct marketing ecosystem look like? The interactive direct response ecosystem The future: opportunities and threats 14 Creating relevant conversations Sundeep Kapur Two personal stories Create relationships through relevance Provided preferences Observed preferences Implied preferences Asking questions Is your consumer real? Grabbing your consumers'' attention? Perfecting transactions Building an intelligent preference centre Leveraging mobility Creating interactive conversations 15 Social media romance Justin Gray 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 Kristen James How to lose fans How to gain fans Get noticed Changes on Facebook Embrace change 17 Essentials of mobile marketing technologies David Marutiak Comparing mobile access types Code action types Illustrative campaign results Multi-modal campaign examples Conclusions 18 How brands can succeed in the local mobile revolution Paul Bruemmer Over half of searches have local intent Why you need a local internet presence Local listings are rated ''most relevant'' and ''trusted'' Online reviews matter 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 Conclusion 19 E-mail: lifeblood of the online ecosystem Richard Gibson and Guy Hanson Introduction The importance of measurability The rise and rise of mobile e-mail The long arm of the law Lurking inside the crystal ball 20 Integrating search to a multichannel mix James Murray Marketing principles: know, get, keep The growing importance of search The importance of relevance How does search relate to know, get, keep? Know: market opportunity Get: fast-moving search trends Keep: customer engagement Conclusion 21 What really counts in metrics Erik Deckers 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 Ville Maila Does marketing need IT projects? Value of technology From IT projects to apps Customization of communications, not technology Tip of an iceberg Campaigns as apps Implications and benefits of the app approach 23 Using storytelling to build sales Cam Brown 24 Converting customer dialogues into revenue Kristin Zhivago Looking at the situation from the buyer''s perspective A business-to-business example A consumer-side example An example of internal thinking 25 What comes after social media Lon Safko The Fusion Marketing Safko Wheel: 12-step process Digital tool analysis 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 Martin Deinoff Marketing Blur Power to the people Value Future marketing Product development Kilobyte outweighs kilogram Overabundance Future product development 27 Smarter checkouts: beyond the transaction Matthew Oxley Introduction The logic behind checkout optimization Just whose checkout is it anyway? Diet or tone? Having your cake and eating it 28 Making money with metrics that matter Chris Perry and Alex Steer Finding the finish line Beyond the ''guesswork economy'' From optimizing to innovating 29 Customer currency: contextualized data insights Saul Stetson What is contextualization? Practical and actionable Scientific segmentation Questioning assumptions Seasonal strategy Data as a true international currency One final note: interpretation remains key 30 Introduction to predictive marketing Brent Chaters 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 Index.