Marketing in the Round

Marketing in the Round

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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. Ita€™s not about social media. Or new (or old) media. Ita€™s about resultsa€”and therea€™s only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. Thata€™s how you choose the best platforms and messages for each customer. Thata€™s how you make research and metrics work. Thata€™s how you overcome todaya€™s insane levels of complexity and clutter. Youa€™re thinking: Oh, thata€™s all I need to do? a€œJusta€ integrate my whole organization? Are you nuts? No. Wea€™re not. It can be done. This booka€™s authors have done it. Theya€™ve shown others how to do it. And now theya€™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. Youa€™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, youa€™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. Youa€™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 a€œSMARTa€ to a€œSMARTERa€ 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 maneuversIn the fall of 2011, Amazon and Kindle had an epic race to be firsta€” the first to undercut Applea#39;s iPad in the low-cost ... for Black Friday, and both companies beat expectations and got products into stores the week before Thanksgiving 2011.

Title:Marketing in the Round
Author: Gini Dietrich, Geoff Livingston
Publisher:Que Publishing - 2012-04-24

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