Marketing in the Round: How to Develop a

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. Its not about social media. Or new (or old) media. Its about resultsand theres only one way to get results. You must finally bite the bullet tear down your silos and integrate all your marketing and communications. Thats how you choose the best platforms and messages for each customer. Thats how you make research and metrics work. Thats how you overcome todays insane levels of complexity and clutter. Youre thinking: Oh thats all I need to do? Just integrate my whole organization? Are you nuts? No. Were not. It can be done. This books authors have done it. Theyve shown others how to do it. And now theyre 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. Youll 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 youll 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. Youll 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