Free Download of My Chapter from Multichannel Marketing Ecosystems

About 18 months ago, I was asked by authors Markus Ståhlberg and Villa Maila to contribute a chapter to their book Multichannel Marketing Ecosystems.

The book consists of 35 separate chapters written by 35 different social media experts from around the world. Ståhlberg and Maila asked, pleaded, and cajoled all of us to turn in our chapters, which they then wrestled to the ground and turned it into a heavy book about the marketing ecosystem. It’s not just online marketing, and it’s not a lot of “you should measure Return On Engagement” or “I’m the Chief Awesome Officer!” bullshit that litters the social media marketing book world.

Multichannel Marketing Ecosystems coverThis is a smart book written by smart people, talking about marketing in general, as it develops and revolves around brands, whether it’s traditional media, online, mobile, and even retail point-of sale.

With dramatic changes in consumer behavior – 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. With the emergence of the truly interactive consumer, marketers need to scrap the traditional TV-centric strategies and build their own multichannel ecosystems centered around digital channels and supported by traditional media.

Multichannel Marketing Ecosystems examines a fundamental game changer for the entire marketing industry – the seismic shift from a single TV-centric path to an interactive multichannel ecosystem that puts digital technology at the core of marketing strategy. 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.

Co-authors include Felix Velarde, CEO of Underwire; Sundeep Kapur, Allied Solutions; Cam Brown, CEO of King Fish Media; and my good friend and Branding Yourself co-author, Kyle Lacy, ExactTarget.

The book finally came out this winter, and I did what every other contributor probably did — flipped to their own chapter. I read it, I skimmed through several other chapters, tried to find typos in Kyle’s chapter (sorry, force of habit), and tried to make sense of everything in the book.

Like I said, this is a smart book. It’s packed with information — not just long blog posts, but analysis, strategies, and ideas that mid- to upper-level marketers need to know to help their brands be successful in a fracturing marketing ecosystem. This is beyond “DO TWITTER!” cheerleading. It’s heady stuff, and it’s written by the leading experts in their field.

If you’re interested in a free chapter, Ståhlberg and Vaila have allowed me to make my chapter — “What Really Counts In Metrics” — available for free download. you can download it here.

Erik Deckers to Speak at Revenue North Indy on March 21st, Free Passes Available

I’ll be speaking at the Revenue North Indianapolis conference on March 21, 2013 at the Wyndham Indianapolis West Hotel. It starts at 8:00 am and runs until 5:00 pm, and they’re expecting close to 1000 people.

Erik Deckers speaking in public

I might even wear this shirt when I speak.

Passes are normally $99 for individuals and $299 for companies sending up to 5 people. But if you use my special promo code, A28LG7, you can get the individual pass for FREE.

You can see the full conference schedule here. Some of the speakers will include Doug Karr speaking about the Dangers of SEO; Kyle Lacy’s dad Dan speaking on Transforming Your Business; networking specialist Jamar Cobb-Denard will tell you to Stop Wasting Time Networking; my mentor Lorraine Ball of Roundpeg will tell you Why People Hate Your Website; and, I’m speaking about your 10 Professional Branding Secrets.

There are nearly 100 breakout sessions throughout the day, so you’re going to get your head crammed with a lot of great information.

3 Common Social Media Mistakes Companies Make

We are sponsors of At The Top Networking, an Indianapolis-based networking group for people who are, or want to be, at the top of their career ladder, the top of their game.

Every month we have a strategy session before the general networking session, and this month was “Common Marketing Mistakes Companies Make.” Each of us had 10 minutes to speak on our topic, and each of us was supposed to talk about 3 mistakes. Mine was “Common Social Media Mistakes Companies Make.”

I have to thank — because I totally stole these points from them — the following people:

  1. Ignoring Social Media: Gary Vaynerchuk, author of Crush It
  2. Broadcasting, Not Conversing: Tara Hunt, author of The Whuffie Factor
  3. Abandoning Your Campaign: Kyle Lacy, author of Twitter Marketing for Dummies (I helped write this one).

Also on the panel:

We have one more At The Top event on May 20, at the Skyline Club in Indianapolis. We hope to have more events in the future, and we’ll have more information on that in the coming weeks.