I recently contributed a chapter to a book called Multi-Channel Marketing Ecosystems, edited by Markus Stahlberg and Ville Maila.
The book offers a variety of perspectives from 32 contributors on “the seismic shift from a single TV-centric path to a multichannel interactive ecosystem which puts digital technology at the heart of every campaign.”
To promote the book, the publisher has agreed to let me distribute my chapter — Chapter 9: Software-driven marketing ROI — for free as a PDF, with no registration required.
It’s a short, 7-page introduction to the changing relationship between marketers and technology, motivated by the shift from brand communications to brand experiences. It can be summed up in one sentence:
“Software is the new fabric of marketing.”
But if you’d like a little more elaboration, click the page below to read the full chapter:
If you’re interested in taking a look at the rest of the book, it’s available with a preview on Amazon.
With separate chapters on the remaking of marketing, the rise of the digital brand, conversion optimization, m-commerce, searchability in a multichannel world and predictive marketing, this book shows how marketers and brand managers can react positively to changes in consumer behavior, building customer responses and loyalty via the full spectrum of digital media.