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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
- Sales Rank: #1096041 in Books
- Published on: 2012-05-03
- Original language: English
- Number of items: 1
- Dimensions: 9.30" h x .79" w x 6.30" l, .97 pounds
- Binding: Hardcover
- 224 pages
Review
“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
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.
Most helpful customer reviews
13 of 14 people found the following review helpful.
Macro vision + Micro tools
By ARISSO
Just finished Marketing in the Round and found it to be incredibly helpful. I'm making it required reading for any hire or intern entering the Marketing/Communications field. The book beautifully balances itself between BIG PICTURE theories and more day-to-day how to advice and examples. Simple common-sense charts, tables and questions help you think through your situation and come up with an executable strategy.
Dietrich and Livingston break down the pros and cons of each discipline (Advertising, Web, Public Relations, Social Media, SEO, Content, and Direct Marketing)and illuminate the importance of cross-departmental collaboration. Their years of experience shine through and would serve as a much-needed reality check for those who don't know why they're not getting the results they want from their marketing campaigns.
For example, the section discussing starting up an online community starts out "This is not the Field of Dreams. If you build it, they will not come." Of course, the paragraph goes on to helpfully explain how to participate in existing online communities, where to find them, and how best to engage them.
A must read for anyone currently in Marketing and PR (at least those who plan to be in the business a year from now.)
9 of 10 people found the following review helpful.
An important new marketing book
By Kmueller62
The premise behind Marketing in the Round is that our businesses are hindered by departments that function independently of one another, often with the left hand not knowing what the right hand is doing. And it's been that way by design with each department suffering from a bad case of #DontBeCreepingOnMyTerritoryosis. It's only natural to get territorial when budgets and staffing are on the line, but we have to remember, we're all in this together.
The good news is you're not alone. The other good news is that Gini and Geoff have written a book that walks you through the process of breaking down those walls and silos in a very practical and actionable way. They will help you create an internal, interdepartmental group which they call a "marketing round", and move you along to a means of measuring your results.
Think of it as carpooling. You have a group of people, all located in the same place, and all headed to the same final destination. But rather than each of them driving their own cars, they pool their resources and work together to achieve those goals more effectively.
Perhaps one of the most important contributions of this book is that it not only gets you asking questions, but asking the right questions, in order to make more informed decisions about your marketing efforts. You'll walk away with the tools you need to analyze your strengths and weaknesses, while taking into account factors like your available resources, and how to properly time and plan your messaging and activities.
(This was an excerpt of the review I wrote for the book on my blog. You can read the full review here: [...])
10 of 11 people found the following review helpful.
Comprehensive Review
By Michael Brenner
This should be required reading for any marketing executive and change-agent in business who is trying to see an increase in their business results from marketing strategies. Gini and Geoff provide the historical context, a deep review of the approaches and sound recommendations to make this a worthwhile read.
See all 62 customer reviews...
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