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Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era (Que Biz-Tech) Hardcover – May 3, 2012
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“Dietrich and Livingston have given us a practical guide and checklist for organizations to tear down the organizational silos that stand in the way of getting successful marketing results in a networked media age.”
--Beth Kanter, coauthor of Networked Nonprofit
“Dietrich and Livingston’s latest book, Marketing in the Round, provides readers with an inspiring view into the pragmatic science of seventeenth-century Japanese martial combat and its keen relevance to the reinvigorated practice of ‘Integrated Marketing Communications’ (IMC). The authors teach new empathetic and ubiquitous campaign strategies that bring IMC well into the twenty-first century. Comprehensive social and traditional media strategies are delivered ‘in the round,’ providing practitioners with credible and meaningful tactics, unrestricted by conventional limits of reach and frequency.”
--Mark Meudt, vice president of communications and marketing for General Dynamics; author of “Supporting Uncle Sam: Ideas for a Unique Integrated Communications Strategy,” Northwestern University, Medill School, Journal of Integrated Marketing Communications, 2011
"I've been following Gini and Geoff for years, and they are the real deal! In this book, the authors offer an actionable, no-nonsense approach to what it will take on every level to actually communicate and connect with your stakeholders. If you have the stomach for breaking down budget silos, holding yourself accountable to measurable objectives, and embracing a commonsense approach to communication, you'll be the big winners for it."
--Leo Bottary, vice president public affairs, Vistage International; adjunct professor, Seton Hall University, Master of Arts in strategic communication and leadership (MASCL) program
"Round up the troops and knock down the silos! Gini Dietrich and Geoff Livingston deliver a practical playbook for leaders who want to solve the challenges and unleash the value of integrated marketing communications to drive bottom-line results."
--Scott Farrell, president, Global Corporate Communications
About the Author
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.
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If I was an aging senior executive in a large organization holed up in my particular marketing or PR silo, I might have received an eye-opener. But most of what was written about here isn't anything terribly new--old concepts with new words. It could be the book is geared to this group, but I strongly suspect if someone was so staunchly unaware of the general concepts this book attempts to put out, they would most definitely find the book incomprehensible.
I didn't completely dislike this book. It did make me think a bit outside of my own little box. I didn't come into my current role via a marketing degree, so the superficial overview presented here did raise some questions for me to dig deeper on and learn more about from other sources. As someone running a very small organization catering to much larger businesses, it did give me some perspective as to who some of our potential clients are, and gave me some insight as to what some of our battles would be with certain client segments. And it made me put my critical thinking hat on.
Although reading this book wouldn't be a "waste of time," I believe there is a high opportunity cost because there are far better marketing books (and articles) out there that address the same issues for less time and money. I'd pass.
Oh yeah, if you're younger than 35 years old, and have taken an introductory marketing course, then you probably know 80% or more of the material in this book.
Dietrich and Livingston break down the pros and cons of each discipline (Advertising, Web, Public Relations, Social Media, SEO, Content, and Direct Marketing)and illuminate the importance of cross-departmental collaboration. Their years of experience shine through and would serve as a much-needed reality check for those who don't know why they're not getting the results they want from their marketing campaigns.
For example, the section discussing starting up an online community starts out "This is not the Field of Dreams. If you build it, they will not come." Of course, the paragraph goes on to helpfully explain how to participate in existing online communities, where to find them, and how best to engage them.
A must read for anyone currently in Marketing and PR (at least those who plan to be in the business a year from now.)
Integration is really the name of the game here - as the various arms of the beast are all working together to produce results that build brands and generate sales. A unified and fully functioning organizational structure that ensures (a) high levels of productivity and (b) empowers employees within the organization to become stakeholders in their own success. It marks a significant shift in culture and organizational hierarchies - and that's what makes Marketing In The Round such an important part of any marketing library.
This is an excerpt from a larger review published to my blog. You can read the post in its entirety here: [...]
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