In the past, the customer journey was thought to be, or at least accepted as, primarily linear — meaning customers followed a predictable path to purchase over and over. For example, an individual might see a commercial, research the product online and head into the store to purchase it. It was the same templated process for decades, though the awareness and research stages might have occurred through alternative channels. Brands advertised to prospects and customers in a similar fashion. After all, why would you deviate from the touch points where the customers were most likely to interact with you? And for decades this process (mostly) worked. However, with the advancement of technology, such as smartphones and tablets, I've observed that consumer behavior has shifted dramatically, and the customer journey is no longer treated as linear. People jump from device to device, consume information through dozens of channels and can access digital content from almost anywhere in the world. The customer journey now more closely resembles the corkboard and intertwined yarn TV detectives use to connect points of interest to solve a case: The point A to point B road map no longer exists. The way people interact with brands is all over the map. But in a world driven by the customer, brand marketers need to connect these hundreds of customer touch points to better understand their target audiences and deliver more relevant messages across multiple channels. I believe more... Continue reading at 'Advertising Age'
[ Advertising Age | 2019-10-10 14:00:00 UTC ]
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Amazon will adapt the late Scottish author Iain M Banks’ acclaimed space opera Consider Phlebas 30 years after it was first published. Continue reading at The Bookseller
[ The Bookseller | 2018-02-22 00:00:00 UTC ]
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Jeff Daniels will play the inimitable lawyer Atticus Finch in Aaron Sorkin’s forthcoming Broadway adaptation of Harper Lee’s classic novel “To Kill a Mockingbird,” a spokesman for the production announced Thursday. The show, which will be directed by Tony Award-winner Bartlett Sher (“The King and... Continue reading at Los Angeles Times
[ Los Angeles Times | 2018-02-16 00:00:00 UTC ]
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A behind-the-scenes look at how three publishers are succeeding with new products and a new strategy. The post Why Publishers Are Winning With Custom Content Studios appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2018-02-01 00:00:00 UTC ]
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Now that Facebook is all but turning off publishers’ reach in the news feed, audience engagement pros feel vindication but also face new pressures. The post Facebook news feed changes shift publisher audience development priorities appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-01-27 00:00:00 UTC ]
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“Logan” director and screenwriter James Mangold has helped bring mainstream comic book films back to the Academy Awards. The “Walk the Line” and “Girl, Interrupted” director earned his first Oscar nomination on Tuesday for adapted screenplay for co-writing the final Wolverine film. Mangold teamed... Continue reading at Los Angeles Times
[ Los Angeles Times | 2018-01-24 00:00:00 UTC ]
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The German book industry is nursing a hangover after a very disappointing 2017 in which not only the Christmas period but also the year as a whole fell short of expectations. Continue reading at The Bookseller
[ The Bookseller | 2018-01-15 00:00:00 UTC ]
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Before Facebook announced its news feed changes, many publishers were working to minimize their dependence on the platform's referral traffic. The post Publishers, already shifting dependence from Facebook, are expected to accelerate that in wake of news feed change appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-01-14 00:00:00 UTC ]
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The IAC-owned finance information publisher is betting big on a commerce- and subscription-focused Academy product, which has turned Facebook into an ally. The post How Investopedia shifted to subscription revenue with video courses appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-01-12 00:00:00 UTC ]
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Actors Jenna Coleman and Ewen Leslie are to star in the BBC's adaptation of Helen FitzGerald's The Cry (Faber). Continue reading at The Bookseller
[ The Bookseller | 2018-01-09 00:00:00 UTC ]
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Irish actor Cillian Murphy is to star in a new production based on Max Porter's debut novel Grief is the Thing with Feathers (Faber). Continue reading at The Bookseller
[ The Bookseller | 2017-12-01 00:00:00 UTC ]
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Springer Nature’s free content-sharing initiative SharedIt has racked up over 3.25m shares in its first full year, the publisher has revealed. Continue reading at The Bookseller
[ The Bookseller | 2017-11-29 00:00:00 UTC ]
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Today, the financial services industry is expected to provide anytime, anywhere customer service to help meet its clients’ needs.Contact center agents are on the front lines and expected to deliver a seamless experience across every channel, every time. Advanced technology is changing the way... Continue reading at PC World
[ PC World | 2017-11-15 00:00:00 UTC ]
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Simon & Schuster is to publish Rage Becomes Her, a book urging 21st-century women to "understand their anger, embrace its power, and use it as a tool for positive change". Continue reading at The Bookseller
[ The Bookseller | 2017-11-11 00:00:00 UTC ]
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Publisher Springer Nature has blocked access to 1,000 journal articles in China. Continue reading at The Bookseller
[ The Bookseller | 2017-11-03 00:00:00 UTC ]
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SelfMadeHero is to mark the 200th anniversary of Karl Marx's birth with a graphic novel adaptation of The Communist Manifesto created by Guardian cartoonist Martin Rowson. Continue reading at The Bookseller
[ The Bookseller | 2017-10-31 00:00:00 UTC ]
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Putting customer needs at the heart of your thinking, and letting that drive the change, and pace of change, in your business is the number one lesson for an academic publisher as it navigates the digital transition, according to Brian A Napack, the newly appointed president and c.e.o. of John... Continue reading at The Bookseller
[ The Bookseller | 2017-10-26 00:00:00 UTC ]
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Legacy publishers have to balance the needs to sell based on ad category and still represent their titles' individuality. The post Magazine publishers shift to digital-oriented sales organizations appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-10-13 00:00:00 UTC ]
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David Tennant will take the title role in the BBC adaptation of The Highway Rat (Scholastic) by duo Julia Donaldson and Axel Scheffler. Continue reading at The Bookseller
[ The Bookseller | 2017-10-12 00:00:00 UTC ]
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C+W has Mafianomics by journalist Misha Glenny out on submission, described as "funny, frightening, but above all, illuminating". Continue reading at The Bookseller
[ The Bookseller | 2017-10-11 00:00:00 UTC ]
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Days after a coalition of publishers declared that all attempts to work with scholarly collaboration network (SCN) ResearchGate to resolve the issue of copyright infringements had failed, Springer Nature and ResearchGate have declared themselves to be planning “co-operation”, and "cautiously... Continue reading at The Bookseller
[ The Bookseller | 2017-10-10 00:00:00 UTC ]
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