February 2016
Intermediate to advanced
288 pages
8h 42m
English
Content preview from Beyond Advertising
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Chapter 4Orchestrating Value Creation across All Touchpoints
We believe that great brands are “business strategy brought to life” and deliver a seamless experience across product and service, physical spaces and places, internal culture and communications. Companies like Apple have already set customer expectations and it doesn't matter if you are a bank, a business consultancy, a retailer, or a hotel chain, the message is simple: join up!
— Jez Frampton, Global CEO, Interbrand (2012)
We begin this chapter with perhaps the second-most organizationally challenging change (see the previous chapter for the most challenging): moving beyond a narrow focus on media mix to a more holistic orchestration of every single touchpoint of a brand including, but by no means limited to, what is traditionally known as “advertising.”
The forces of change described in Part I suggest that a continued focus on a narrow notion of what is currently within the purview of advertising and marketing will threaten the life of a brand and its company. Brands need to provide the seamless experience that people are taught to expect by each day's new technology-enabled and insight-inspired pacesetters. Even the notion of “omnichannel,” which is currently limited to the realm of retail, will work within a larger ecosystem as retail and advertising undergo a fusion.
More and More Ways to Connect
In order to reach, serve, and stay connected with people in comprehensive and effective ways, advertising's scope ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.