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

by Dietrich, Gini; Livingston, Geoff

• ISBN13: 9780789749178
• ISBN10: 0789749173
• Edition: 1st
• Format: Hardcover
• Copyright: 2012-04-23
• Publisher: Que Publishing

Summary

For years, organizations have been bedeviled with organizational silos that prevent them from conversing with customers in a coherent voice, delivering the right messages to each customer, and building real synergies across all their marketing and communications programs. In this book, Geoff Livingston and Gini Dietrich show how to finally break down those silos, bridging traditional and newer disciplines to drive far more value from all of them. Marketing in the Round Marketing in the Roundshows how to create a marketing hub with integrated spokes including PR, advertising, direct marketing, web, social media, search, and content. Through this flexible marketing hub, every business function can speak cohesively with each customer through the tools and platforms that deliver the best results with the least expense. Livingston and Dietrich provide hands-on strategic planning, illustrating key points with case studies from three diverse organizations, and offering exercises and actions for applying their principles in their own organizations. They show how to perform a baseline analysis of each available medium, from iPad apps to radio; make better decisions about resource allocation; change culture to overcome siloed behavi∨ using measurement to overcome obstacles; and get more value from every marketing investment.

Author Biography

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

Know All the Tools	p. 21
Paid Media	p. 23
Owned Media	p. 32
Understand Stakeholders and the
Strengths, Weakn
Top-Down Influence Approaches	p. 61
The Groundswell	p. 63
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