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Drive more value from all your marketing and communications channelstogether! 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? &ldquoJust" 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.
Features
• Strategically choose the tools, platforms, and media that reach and serve your customers best
• Architect marketing integration, optimize resource allocation, and change the culture
• Presents three case studies: Fortune® 500, small business, non-profit
• Reveals important results from a new Mashable CMO survey and contains top-level CMO interviews in the book and web video
Contents
Part I Understand the Marketing Round and Develop Your Strategy
Chapter 1 Marketing in the Round
Chapter 2 Know All the Tools
Chapter 3 Understand Stakeholders and the Competitive Landscape
Part II Four Marketing Round Approaches
Chapter 4 Marketing: Tools, Tactics, Sequencing, and Timing
Chapter 5 When to Go Direct
Chapter 6 The Top-Down Approach
Chapter 7 The Groundswell Approach
Chapter 8 When to Deploy Flanking Techniques
Part III Measurement, Refinement, and Improvement
Chapter 9 Integration
Chapter 10 Plan the Entire Tactical Effort
Chapter 11 Measure Results to Dollars and Cents
Chapter 12 Respect and Anticipate Community and Competition ISBN - 9789332539327
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Pages : 224
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