Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era (Hardcover)

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

從所有的市場營銷和溝通渠道中獲得更多價值-一起來吧！拆除你的隔離牆，同步你的所有訊息、策略和戰術（真的！）。優化每個媒介和平台，從iPad和Facebook到電視和直接銷售。這本書是每位高級市場營銷、溝通和公關決策者必讀的書籍。

這不是關於社交媒體。也不是關於新（或舊）媒體。這是關於結果-只有一種方法可以獲得結果。你必須最終下定決心，拆除你的隔離牆，整合你的所有市場營銷和溝通。這樣你才能為每個客戶選擇最佳的平台和訊息。這樣你才能讓研究和指標發揮作用。這樣你才能克服當今瘋狂複雜和混亂的程度。

你可能會想：哦，我只需要這樣做嗎？“只是”整合整個組織？你瘋了嗎？不，我們沒有。這是可以做到的。這本書的作者已經做到了。他們已經向其他人展示了如何做到。現在他們將向你展示。一步一步。策略。戰術。研究。指標。文化。社交。移動。直接。廣播。印刷。所有的一切。與你，市場營銷/溝通決策者，站在中心位置...就在你應該在的地方！

即使現在，組織的隔離牆仍然阻止大多數公司與客戶進行有意義的對話，傳遞正確的目標訊息，並在所有的市場營銷和溝通計劃中建立真正的協同效應。現在，Gini Dietrich和Geoff Livingston展示了如何最終打破這些隔離牆，橋接傳統和新興學科，從中獲得更多價值。

你將學習如何創建一個靈活的市場營銷中心，包括銷售、公關、廣告、客戶服務、人力資源、社交媒體和執行團隊。然後，你將學習如何使用你的中心通過提供最佳結果和最低成本的工具和平台與每個客戶進行有條理的對話。Dietrich和Livingston將引導你進行實踐性的戰略規劃，通過真實案例研究說明關鍵點，並提供實際的練習來應用他們的原則。你將學習如何對從iPad應用程式到廣播的媒體進行基線分析，優化資源配置，改變文化以克服隔離行為，使用測量來清除障礙，並從每一個市場營銷投資中獲得更多價值。

最終將所有的一切整合在一起！成功整合你的戰術、工具、訊息和團隊
更好的目標，更好的結果：超越“SMART”到“SMARTER”
具體、可衡量、可實現、相關、有時限、評估和重新評估
更好的聆聽：利益相關者、客戶和有效的研究
確保你聽到真正重要的事情
四種強大的營銷方式：直接行銷、從上而下、利用群眾力量或執行側翼機動