Profitable Marketing Communications: A Guide to Marketing Return on Investment

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Many companies still see marketing as a cost, not an investment. According to proven business strategist Antony Young, marketing creates positive value for a business or brand by demonstrating cost versus return. Young and co-author Lucy Aitken propose a radical change in marketing philosophy to an investment-led approach with a focus on value, not cost. The book introduces investment disciplines and strategies to marketing practices and gives insight into how marketers have delivered outstanding marketing return on investment. Finally, it provides a blueprint to maximize the returns from marketing communications.

According to proven business strategist Antony Young, marketing is about creating positive value for a business or brand through demonstrating cost versus return. The authors propose a new marketing model to help business-owners, CEOs, CFOs, and marketing professionals apply an investment-led approach where the focus is value, not cost. The book introduces investment disciplines and strategies to marketing practices as well as insight into how marketers have delivered outstanding marketing return on investment for the companies. Finally, it provides a blueprint to maximize the returns from marketing communications.

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Editorial Reviews

From the Publisher

"Demystifies marketing communications and explains how it can bring tangible financial results to the bottom line." -- Journal of Economic Literature
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Product Details

  • ISBN-13: 9780749449421
  • Publisher: Kogan Page, Ltd.
  • Publication date: 5/1/2007
  • Edition description: New Edition
  • Pages: 212
  • Product dimensions: 6.32 (w) x 9.46 (h) x 0.76 (d)

Meet the Author

Antony Young is President of Optimedia US and has worked with Sony, Coca-Cola, HSBC, Nokia, Procter & Gamble and Toyota. He managed the merger of ZenithOptimedia UK, and as CEO he led a radical repositioning of the agency to become "The ROI Agency." He launched Zenith in Asia, establishing the region's first group agency media specialist.

Lucy Aitken is a freelance journalist and writer. She was editor of Campaign, the premier UK magazine for advertising, marketing, media, and PR.

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Table of Contents

1. A need for a new marketing model          

How it used to be…           

The declining effectiveness of mass advertising          

The changing consumer    

Increased pressure on corporate profitability               

Growing pains     

The impact of interactivity                               

The implications 

What this book sets out to do          

2. A change in philosophy               

What is Marketing ROI?   

Studying the market          

Why Marketing ROI is difficult to achieve   

How should marketers respond ?

3. Our Marketing ROI stars           

Toyota Motor Corporation: driving in top gear            

P&G: a soap opera with a happy ending       

O2: How a £17.7 billion brand was born       

British Airways: dealing with turbulence        

Impossible is nothing…     

4. Invest, don’t spend        

The ICE checklist               

Decide whether you need to invest in marketing          

Marketing – an alternative to acquisition      

The ladder of insight          

Our eight investor tips to profitable marketing communications              

Use these tools…

5. Concentrate on outcomes, not outputs     

Output obsessions              

Outputs that drive the wrong marketing        

What’s the difference between an outcome and an output?     

Creating a Marketing ROI culture   

Setting the right metrics     

Useful metrics     

Turning metrics into objectives        

Targeting the right outcome            

How to focus on outcome-led marketing      

Reassuringly effective       

6. Forget consumers, target customers        

The three deadly sins…     

Profit (Marketing ROI) comes from loyal customers  

Profit (Marketing ROI) = loyal customers     

Customer satisfaction = customer retention 

Customer equity 

Segmenting by customer profitability            

Customer retention helps acquisition             

Consumer packaged goods              

The power of empathy      

Bespoke media   

Use the technology to guide smart investments           

7. Manage your communication investment portfolio            

Your marketing communication portfolio    

Embracing risk    

A different approach         

The integration challenge  

Growth of alternative channels to advertising              

Payback time      

Making the right investment decisions           

Touchpoints ROI Tracker 

A central organizing communication idea     

Determining the channel mix broadly based on ROI measures

Leveraging synergies: development

Leveraging synergies: execution      

A final thought…               

8. Differentiate any way you can  

Value versus price              

How to differentiate your brand     

Avoid commoditization    

When not to differentiate…

Editing consumer choice   

9. Engagement and experience are the new 30-second ads    

The magic of mavens        

Invest in inspiration           

Experience, not possessions             

Starbucks: creating the coffee experience     

Nike: Just Doing It              

Hewlett-Packard: creating HyPe     

Axe: man’s best friend      

Encouraging consumers to participate           

‘In the flesh’ appearances

Making it personal             

What’s in a name               

Revamping a flagging brand            

10. Apply a ‘focus investing’ approach       

The Buffett style of investing          

Focus investing applied to marketing             

How strategy helps focus investing 

Understanding why marketing campaigns fail             

New product initiatives      

Making the right choices   

Identifying the big bets      

Making choices about communication         

Betting on Buffett              

11. Establish a measurement culture           

Setting out the problem     

Our view…           

Set metrics at the start       

It’s not failure; it’s learning              

Metrics: moving the needle              

Introducing an ROI system              


Owning econometrics        

Marketing dashboards      

Market testing     

Data, not dinner  

12. Leverage your employee capital           

Investing in staff… to invest in customers    

Marketing that motivates 

Employees are customers too…      

Our Marketing ROI stars and their employees             

13. Is your organization Marketing-ROI fit?            

Why ROI is important       

Learning from the pitch    

Relationship management               

The brief               

Unification, not integration              

How does the ad industry need to change?   

Selling advertising               

Building value     

Equipping agencies to deliver a Marketing ROI agenda             

A new breed of agencies   


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