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Full Description
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
Contents
Introduction xv Part I Understand the Marketing Round and Develop Your Strategy Chapter 1 Marketing in the Round 1 Integration and the Marketing Round 3 Breaking Down the Silos 4 CEO Communication 6 Creating the Marketing Round 7 The Dashboard 9 Bringing It All Together 10 Exercises 10 Developing the Vision 10 Creating the SMARTER Goals 12 Building the Dashboard 14 Chapter 2 Know All the Tools 21 The Forms of Media 22 Paid Media 23 Earned Media 23 Owned Media 24 Examples of the Forms of Media 24 Pros and Cons of Each Medium 25 Paid Media 25 Earned Media 30 Owned Media 32 Taking It One Step at a Time 39 Crawl 39 Walk 40 Run 41 Fly 42 Exercises 42 Chapter 3 Understand Stakeholders and the Competitive Landscape 45 Branding and Its Role in the Marketing Round 47 Listening and Research First 48 Competitive Analysis 50 Strengths, Weaknesses, Opportunities, and Threats Report 51 Testing the Waters 53 Exercises 54 Part II Four Marketing Round Approaches Chapter 4 Marketing: Tools, Tactics, Sequencing, and Timing 57 The Four Approaches to Choosing Tactics 58 Direct Community Interaction with Stakeholders 59 Top-Down Influence Approaches 61 The Groundswell 63 Flanking Techniques 65 Weigh the Whole Market Situation .66 Read the Tea Leaves 66 Consider More Than One Tactic 68 Reacting Versus Responding to Competition 69 Seize First Place 71 The Element of Surprise 74 Measured Expenditure Matters 76 Exercises 77 Which Approach Is Right for My Company? 77 Seizing First Place 78 Surprise 79 Chapter 5 When to Go Direct 81 Benefits of the Direct Approach 84 Direct Mail 84 Email 85 Social Media 86 Mobile 87 Events 88 Risks of the Direct Approach 89 Direct Mail 89 Email 89 Social Media 90 Mobile 91 Events 91 Determining Your Direct Approach 92 Build or Buy the List 94 Exercises 95 Becoming Direct 95 Checklist of Hidden Costs 95 Copywriting for Direct. 96 Chapter 6 The Top-Down Approach 97 Benefits of the Top-Down Approach 99 Events 99 Media Relations 100 Public Relations 101 Advertising 102 Influencers 103 Risks of the Top-Down Approach 104 Events 104 Media Relations 105 Public Relations 106 Advertising 106 Influencers 107 Determining Your Top-Down Approach 107 Exercises 108 Getting to the Yes 108 Chapter 7 The Groundswell Approach 113 Benefits of the Groundswell Approach 114 Brand Monitoring 115 Word-of-Mouth Marketing 117 Brand Ambassadors 118 Communities 119 Content Marketing 120 User-Generated Content 121 Crowdsourcing 122 Social Media 123 Risks of the Groundswell Approach 125 Brand Monitoring 125 Word-of-Mouth Marketing 125 Brand Ambassadors 126 Communities 126 Content Marketing 127 User-Generated Content 127 Crowdsourcing 128 Social Media 129 Exercises 129 Monitoring Program 129 Determine Groundswell Tactics 131 Chapter 8 When to Deploy Flanking Techniques 133 Benefits of Flanking Approaches 137 Advertising 137 Guerrilla Marketing 138 Event Marketing and Networking 138 Trickle-Up Media Relations 139 Risks of Flanking Approaches 140 Advertising 140 Guerrilla Marketing 141 Event Marketing and Networking 141 Trickle-Up Media Relations 142 Determining Your Flanking Approach 143 Exercises 144 Media Planning 144 Part III Measurement, Refinement, and Improvement Chapter 9 Integration 147 Horizontal Integration 148 Vertical Integration 148 Internal Integration 148 External Integration 148 Data Integration 149 Marketing in the Round 149 Mapping to Resources 149 Determining Approaches and Tactics 150 Email Marketing 151 Content Marketing 151 Search Engine Optimization 152 Search Engine Marketing 153 Tips for a Unified Brand 154 Exercises 155 Mapping Resources 155 Determine Approaches and Tactics 156 Create a Unified Brand 157 Chapter 10 Plan the Entire Tactical Effort 159 Master Your Calendar 161 Understanding the Resources at Play 162 Timing: Which Tactics Should Lead? 163 Sequencing and Weaving 164 Visualizing the Comprehensive Multichannel Campaign 165 Seizing the Lead 166 Adding Diagnostic Measurement to the Plan 168 Exercises 170 Chapter 11 Measure Results to Dollars and Cents 173 Create Benchmarks and Develop a Dashboard 175 Making Decisions 177 Exercises 178 Develop the Benchmarks 178 Build the Dashboard 179 Chapter 12 Respect and Anticipate Community and Competition 181 Measurement as a Diagnostic 182 When the Customer Rises 184 Respect Your Competitors 186 When to Respond to the Competition 189 Staying Sharp 191 Exercises 192 Media Behavior Dashboard 192 Monitoring Competition 193 Index 195
