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. Itas not about social media. Or new (or old) media. Itas about resultsaand thereas only one way to get results. You must finally bite the bullet, tear down your silos, and integrate all your marketing and communications. Thatas how you choose the best platforms and messages for each customer. Thatas how you make research and metrics work. Thatas how you overcome todayas insane levels of complexity and clutter. Youare thinking: Oh, thatas all I need to do? aJusta integrate my whole organization? Are you nuts? No. Weare not. It can be done. This bookas authors have done it. Theyave shown others how to do it. And now theyare 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. Youall 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, youall 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. Youall 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 aSMARTa to aSMARTERa 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 maneuversvemcm 2006 2007 2008 2009 2010 Toyota 106, 971 181, 221 158, 574 139, 682 140, 928 Prius Honda 722 0 0 20.572 20, 962 Insight Ford ... 7, 456 Highlander Honda 31, 251 32, 575 31, 297 15, 119 7, 336 Civic Nissan 8388 8, 819 9, 357 6, 710 Altima Toyota is a massive company, but ... A more social player Brightkite added some excitement to the marketplace, but it, too, floundered under technology issues.
|Title||:||Marketing in the Round|
|Author||:||Gini Dietrich, Geoff Livingston|
|Publisher||:||Que Publishing - 2012-04-24|