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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UK bookstores are experimenting with exclusive chapters and other offers to lure customers into stores and away from online shopping at Amazon, but some doubt its efficacy. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2013-03-13 00:00:00 UTC ]
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#online shopping
There are 866 publications in Poets & Writers’ database of literary magazines, 14 of which were added in early 2013. Continue reading at Publishers Weekly
[ Publishers Weekly | 2013-03-10 00:00:00 UTC ]
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#digital age
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Basic book contracts should grant a fixed-term licence in a book rather than rights for the... Continue reading at The Bookseller
[ The Bookseller | 2013-03-08 00:00:00 UTC ]
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After announcing in early February that it had discontinued sourcing paper from threatened Indonesian rainforests, a representative of Singapore-based Asia Pulp & Paper (APP) was at the International Toy Fair Show in New York last week to explain the policy to toy companies and children’s... Continue reading at Publishers Weekly
[ Publishers Weekly | 2013-02-16 00:00:00 UTC ]
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#early february
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Scotland's East Neuk Festival of chamber music (3rd to 7th July) will feature an expanded... Continue reading at The Bookseller
[ The Bookseller | 2013-01-28 00:00:00 UTC ]
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#7th july
McGraw-Hill is taking on the one-size-fits-all approach to textbooks with its freshly unveiled SmartBook: an ebook that is claimed to adapt to student's learning patterns. Aimed at college students, the SmartBook service peppers users with questions as they read and determines what topics it... Continue reading at Engadget
[ Engadget | 2013-01-08 00:00:00 UTC ]
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For long-time ebook buyers indoctrinated in Amazon's convenient ecosystem, trying to make the switch to a competitor can lead to frustration and disappointment. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2013-01-02 00:00:00 UTC ]
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Doris Kearns Goodwin talks about her book 'Team of Rivals,' and what it was like to see her work come to life in Steven Spielberg's 'Lincoln.' Continue reading at The Christian Science Monitor
[ The Christian Science Monitor | 2013-01-01 00:00:00 UTC ]
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#bestselling books
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Christmas is beginning slowly, independent booksellers have told The Bookseller, as non-... Continue reading at The Bookseller
[ The Bookseller | 2012-11-19 00:00:00 UTC ]
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Booksellers across the country are displaying “We Pay Our Taxes” posters in their... Continue reading at The Bookseller
[ The Bookseller | 2012-11-19 00:00:00 UTC ]
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The book publishing industry is dealing with two conflicting trends at the moment: the number of individual titles produced continues to rise while the number of print units sold continues to fall. Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-10-29 00:00:00 UTC ]
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Book retailer Barnes & Noble this morning revealed that 63 of its stores have been victims of PIN pad tampering, following an internal investigation of "every PIN pad in every store" (just under 700 locations). B&N calls the tampering, "a sophisticated criminal effort to steal credit... Continue reading at Engadget
[ Engadget | 2012-10-24 00:00:00 UTC ]
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At the Frankfurt Book Fair this year, representatives from a number of indie publishers demonstrated the impact they are having on the industry as a whole. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2012-10-23 00:00:00 UTC ]
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#small publishers
According to the terms of a settlement between the DoJ and three major American publishers, some customers may receive refunds on their ebook purchases. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2012-10-16 00:00:00 UTC ]
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#ebook purchases
Amazon.com has begun telling customers that they may be eligible to receive a refund on ebooks... Continue reading at The Bookseller
[ The Bookseller | 2012-10-15 00:00:00 UTC ]
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#big win
Amazon contacts some US customers to detail partial refunds for ebooks as part of a settlement regarding price fixing. Continue reading at BBC World
[ BBC World | 2012-10-15 00:00:00 UTC ]
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I bought my first ebook in 1999 and in recent years stopped purchasing print altogether. My wife is a relative ebook newbie, so I am surprised that she and not me received surprising email today from Amazon about a forthcoming purchasing credit. Perhaps you got similar message. In April, the... Continue reading at Betanews
[ Betanews | 2012-10-14 00:00:00 UTC ]
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The publishing business mirrors the natural world in many ways: it’s a fertile, creative process influenced by myriad conditions, some as unpredictable and unforgiving as weather. The coming of the ebook and digital publishing to the Canadian book industry can be compared to the approach of... Continue reading at Publishers Weekly
[ Publishers Weekly | 2012-09-21 00:00:00 UTC ]
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When you dive into the way the digital edition and app economy works for publishers, you can’t avoid the irony of the big digital newsstand and storefronts of Apple, Amazon, Barnes & Noble, Zinio, Next Issue Media, et al. The brand power of those operations is simply too good to refuse, and... Continue reading at Folio Magazine
[ Folio Magazine | 2012-09-04 00:00:00 UTC ]
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#digital edition
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Waterstones m.d. James Daunt has said the deal with Amazon to sell its e-reading devices and... Continue reading at The Bookseller
[ The Bookseller | 2012-05-21 00:00:00 UTC ]
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#waterstones customers
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