Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era

by Gini Dietrich, Geoff Livingston

Overview

Drive more value from all your marketing and communications channels--together! Demolish your silos and sync all your messaging, strategies, and tactics (really!). Optimize every medium and platform, from iPad and Facebook to TV and direct. This book is a must-read for every senior marketing, communications, and PR decision-maker.

It’s not about social media. Or new (or old) media. It’s about results—and there’s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. That’s how you choose the best platforms and messages for each customer. That’s how you make research and metrics work. That’s how you overcome today’s insane levels of complexity and clutter.

You’re thinking: Oh, that’s all I need to do? “Just” integrate my whole organization? Are you nuts? No. We’re not. It can be done. This book’s authors have done it. They’ve shown others how to do it. And now they’re going to show you. Step by step. Strategy. Tactics. Research. Metrics. Culture. Social. Mobile. Direct. Broadcast. Print. All of it. With you, the marketing/communications decision-maker, right at the center...right where you belong!

Even now, organizational silos prevent most companies from conversing coherently with customers, delivering the right targeted messages, and building real synergies across all their marketing and communications programs. Now, Gini Dietrich and Geoff Livingston show how to finally break down those silos, bridging traditional and newer disciplines to drive more value from all of them.

You’ll learn how to create a flexible marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Then, you’ll learn how to use your hub to speak cohesively with each customer through the tools and platforms that deliver the best results at the lowest cost. Dietrich and Livingston guide you through hands-on strategic planning, illustrating key points with real case studies and offering practical exercises for applying their principles. You’ll learn how to perform baseline analyses of media from iPad apps to radio, optimize resource allocation, change culture to overcome siloed behavior, use measurement to clear away obstacles, and gain more value from every marketing investment you make.

Pull it all together--finally!
How to successfully integrate your tactics, tools, messages, and teams
Better goals, better results: beyond “SMART” to “SMARTER”
Specific, measurable, attainable, relevant, time-bound, evaluate, and reevaluate
Better listening: stakeholders, customers, and research that works
How to make sure you hear what really matters
Four powerful ways to market in the round
When to go direct, come from above, use the groundswell, or execute flanking maneuvers

Product Details

ISBN-13:	9780132939546
Publisher:	Pearson Education
Publication date:	04/24/2012
Series:	Que Biz-Tech
Sold by:	Barnes & Noble
Format:	eBook
Pages:	224
File size:	2 MB
Age Range:	18 Years

About the Author

Gini Dietrich is founder and CEO of Arment Dietrich, an integrated marketing communication firm, and Spin Sucks Pro, a professional development site for PR and marketing pros. Her blog, Spin Sucks, is on the AdAge top 150 list, as well as being a top 10 online destination for PR and marketing tips, tools, and techniques. An award-winning communicator, she has had clients that include Abbott, Sprint, Ocean Spray, Bayer, BASF, The Catfish Institute, Central Garden & Pet, and Denny’s. She speaks internationally on the topics of social media, communication, and integrated marketing.

Geoff Livingston is an award-winning author and marketing strategist who has successfully built two companies. A marketing strategist for 18-plus years, he has had clients that include PayPal, Google, United Way of America, Network Solutions, Verizon Wireless, the American Red Cross, and General Dynamics. In addition to marketing organizations, his strategies have raised more than $2 million for charities using multichannel marketing programs.

Table of Contents

Introduction     xv

Part I Understand the Marketing Round and Develop Your Strategy
Chapter 1 Marketing in the Round     1
Integration and the Marketing Round     3
Breaking Down the Silos     4
CEO Communication     6
Creating the Marketing Round     7
The Dashboard     9
Bringing It All Together     10
Exercises     10
Developing the Vision     10
Creating the SMARTER Goals     12
Building the Dashboard     14
Chapter 2 Know All the Tools     21
The Forms of Media     22
Paid Media     23
Earned Media     23
Owned Media     24
Examples of the Forms of Media     24
Pros and Cons of Each Medium     25
Paid Media     25
Earned Media     30
Owned Media     32
Taking It One Step at a Time     39
Crawl     39
Walk     40
Run     41
Fly     42
Exercises     42
Chapter 3 Understand Stakeholders and the Competitive Landscape     45
Branding and Its Role in the Marketing Round     47
Listening and Research First     48
Competitive Analysis     50
Strengths, Weaknesses, Opportunities, and Threats Report     51
Testing the Waters     53
Exercises     54

Part II Four Marketing Round Approaches
Chapter 4 Marketing: Tools, Tactics, Sequencing, and Timing     57
The Four Approaches to Choosing Tactics     58
Direct Community Interaction with Stakeholders     59
Top-Down Influence Approaches     61
The Groundswell     63
Flanking Techniques     65
Weigh the Whole Market Situation     .66
Read the Tea Leaves     66
Consider More Than One Tactic     68
Reacting Versus Responding to Competition     69
Seize First Place     71
The Element of Surprise     74
Measured Expenditure Matters     76
Exercises     77
Which Approach Is Right for My Company?      77
Seizing First Place     78
Surprise     79
Chapter 5 When to Go Direct     81
Benefits of the Direct Approach     84
Direct Mail     84
Email     85
Social Media     86
Mobile     87
Events     88
Risks of the Direct Approach     89
Direct Mail     89
Email     89
Social Media     90
Mobile     91
Events     91
Determining Your Direct Approach     92
Build or Buy the List     94
Exercises     95
Becoming Direct     95
Checklist of Hidden Costs     95
Copywriting for Direct.      96
Chapter 6 The Top-Down Approach     97
Benefits of the Top-Down Approach     99
Events     99
Media Relations     100
Public Relations     101
Advertising     102
Influencers     103
Risks of the Top-Down Approach     104
Events     104
Media Relations     105
Public Relations     106
Advertising     106
Influencers     107
Determining Your Top-Down Approach     107
Exercises     108
Getting to the Yes     108
Chapter 7 The Groundswell Approach     113
Benefits of the Groundswell Approach     114
Brand Monitoring     115
Word-of-Mouth Marketing     117
Brand Ambassadors     118
Communities     119
Content Marketing     120
User-Generated Content     121
Crowdsourcing     122
Social Media     123
Risks of the Groundswell Approach     125
Brand Monitoring     125
Word-of-Mouth Marketing     125
Brand Ambassadors     126
Communities     126
Content Marketing     127
User-Generated Content     127
Crowdsourcing     128
Social Media     129
Exercises     129
Monitoring Program     129
Determine Groundswell Tactics     131
Chapter 8 When to Deploy Flanking Techniques     133
Benefits of Flanking Approaches     137
Advertising     137
Guerrilla Marketing     138
Event Marketing and Networking     138
Trickle-Up Media Relations     139
Risks of Flanking Approaches     140
Advertising     140
Guerrilla Marketing     141
Event Marketing and Networking     141
Trickle-Up Media Relations     142
Determining Your Flanking Approach     143
Exercises     144
Media Planning     144

Part III Measurement, Refinement, and Improvement
Chapter 9 Integration     147
Horizontal Integration     148
Vertical Integration     148
Internal Integration     148
External Integration     148
Data Integration     149
Marketing in the Round     149
Mapping to Resources     149
Determining Approaches and Tactics     150
Email Marketing     151
Content Marketing     151
Search Engine Optimization     152
Search Engine Marketing     153
Tips for a Unified Brand     154
Exercises     155
Mapping Resources     155
Determine Approaches and Tactics     156
Create a Unified Brand     157
Chapter 10 Plan the Entire Tactical Effort     159
Master Your Calendar     161
Understanding the Resources at Play     162
Timing: Which Tactics Should Lead?      163
Sequencing and Weaving     164
Visualizing the Comprehensive Multichannel Campaign     165
Seizing the Lead     166
Adding Diagnostic Measurement to the Plan     168
Exercises     170
Chapter 11 Measure Results to Dollars and Cents     173
Create Benchmarks and Develop a Dashboard     175
Making Decisions     177
Exercises     178
Develop the Benchmarks     178
Build the Dashboard     179
Chapter 12 Respect and Anticipate Community and Competition     181
Measurement as a Diagnostic     182
When the Customer Rises     184
Respect Your Competitors     186
When to Respond to the Competition     189
Staying Sharp     191
Exercises     192
Media Behavior Dashboard     192
Monitoring Competition     193
Index     195

Editorial Reviews

Dietrich and Livingston have given us a practical guide and checklist for organizations to tear down the organizational silos that stand in the way of getting successful marketing results in a networked media age.”
--Beth Kanter, coauthor of Networked Nonprofit

“Dietrich and Livingston’s latest book, Marketing in the Round, provides readers with an inspiring view into the pragmatic science of seventeenth-century Japanese martial combat and its keen relevance to the reinvigorated practice of ‘Integrated Marketing Communications’ (IMC). The authors teach new empathetic and ubiquitous campaign strategies that bring IMC well into the twenty-first century. Comprehensive social and traditional media strategies are delivered ‘in the round,’ providing practitioners with credible and meaningful tactics, unrestricted by conventional limits of reach and frequency.”
--Mark Meudt, vice president of communications and marketing for General Dynamics; author of “Supporting Uncle Sam: Ideas for a Unique Integrated Communications Strategy,” Northwestern University, Medill School, Journal of Integrated Marketing Communications, 2011

"I've been following Gini and Geoff for years, and they are the real deal! In this book, the authors offer an actionable, no-nonsense approach to what it will take on every level to actually communicate and connect with your stakeholders. If you have the stomach for breaking down budget silos, holding yourself accountable to measurable objectives, and embracing a commonsense approach to communication, you'll be the big winners for it."
--Leo Bottary, vice president public affairs, Vistage International; adjunct professor, Seton Hall University, Master of Arts in strategic communication and leadership (MASCL) program

"Round up the troops and knock down the silos! Gini Dietrich and Geoff Livingston deliver a practical playbook for leaders who want to solve the challenges and unleash the value of integrated marketing communications to drive bottom-line results."
--Scott Farrell, president, Global Corporate Communications

From the Publisher