Contents -- Acknowledgements -- Preface -- Part I From TV-centric thinking to a multichannel marketing ecosystem -- 01 Introduction to the multichannel marketing ecosystem -- Paradigm change -- The interactive consumer -- The 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 -- Final thoughts -- 04 TV is dead, long live TV -- 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 -- E-mail marketing -- Mobile marketing -- Social marketing -- CRM -- Web analytics -- 06 Conversational customer journey planning -- 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 -- 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 -- 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.

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 -- What's next? -- 11 How e-mail defines, builds and leverages brands -- 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 -- Join the conversation -- Answer questions -- Listen to your users -- 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 -- 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 -- 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 -- How to lose fans -- How to gain fans -- Get noticed -- Changes on Facebook -- Embrace change -- 17 Essentials of mobile marketing technologies -- 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 -- 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 -- 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 -- 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 -- 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? -- 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 -- 24 Converting customer dialogues into revenue -- 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 -- 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 -- Marketing -- Blur -- Power to the people -- Value -- Future marketing -- Product development -- Kilobyte outweighs kilogram -- Overabundance -- Future product development -- 27 Smarter checkouts: beyond the transaction -- 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 -- Finding the finish line -- Beyond the 'guesswork economy' -- From optimizing to innovating -- 29 Customer currency: contextualized data insights -- 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 -- 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.