Authors: Markus Ståhlberg and Ville Maila
Publisher: Kogan Page
Reviewer: Matthew Heath, chairman and CEO, LIDA
Stahlberg and Maila open with the premise that their book (a collection of essays about changing marketing ecosystems) should provide ‘actionable insight’.
However, the book is broken down into three key sections: Firstly, the author addresses how to shift from TV to multi-channel. Secondly, establishing and taking advantage of the multichannel ecosystem. Finally Going beyond online and making revenue from the multi-channel environment.
Where the book struggles is when dealing with the theoretical in thn; the nature of newer aspects of marketing is that it often deals in sweeping generalisations: ‘With interactive customers using the internet to search. It is possible to track the processes (often with absolute accuracy)’ or ‘in the end, only volume counts.’
When real case studies or step by step examples are applied, the book becomes a great deal more useful. Take Kyle Lacy’s guide to social and CRM (and the overlap); this chapter is an excellent primer for those just beginning to consider how to integrate B2B and social.
Similarly, Richard Gibson and Guy Hanson’s cogent chapter on the value of email tackles some of the key questions B2B marketers should be thinking about when trying to optimise email: ‘Understanding the environments in which emails are being read and the impact this has on subscriber responsiveness…means that email marketers need to be able to measure these variables and adjust their programmes to reflect these newly identified preferences’.
As ever with a collection of essays, there’s the good, the bad and the ugly. Provided that much of the theory is read with a pinch of salt, this book provides a good basis for B2B marketers to begin future-proofing their marketing activity.
Star Rating: 3/5
