This book de-bunks the advertising rule book. It challenges marketers to go beyond just branding and awareness, and deliver meaningful results that drive shareholder value. For every marketer or person that approves marketing budgets, this is a refreshing read because it cuts through the usual marketing jargon and clichés. The case studies are insightful as are the author's viewpoints on how marketing directors need to re-think their practices.
The O2, BA and Samsung examples provide a valuable inside perspective of their marketing strategies. One of the most remarkable brand marketing stories over the last five years was the O2 campaigns which rebuilt a tired BT Cellnet brand. Every marketing student should read this book.
Return on investment is such a hot issue in the business. The problem is that many marketers bar some exceptional companies like P&G and Toyota, avoid the hard commercial needs of marketing. Using numerous case studies, Young provides some very practical steps that companies can employ to deliver results.
Thanks, in part, to the growth of the web and other digital channels, ROI is no longer the preserve of the direct marketing industry. Antony Young and Lucy Aitken's book shows why evaluating and proving ROI is a challenge the advertising and marketing sectors are finally ready to accept. And consequently, why businesses can use it to both demand and expect more from their marketing.
The book's subtitle, "A Guide To Marketing Return On Investment," suggests that the book will better inform marketers how to measure ROI.
Instead, the 212-page book merely stresses that it's important to measure and optimize marketing investments based on profit returns. They give a few examples to substantiate their claims but the analysis is light on data or intellectual rigor.
If you simply need a reminder that it's important to measure ROI from marketing, read this book.
But if you want to know how to do so, this book won't help you.
The authors provide a breadth of excellent case studies that illustrate the approach being advocated to increase marketing effectiveness. The book provides a contrast to the typical brand advertising and marketing books, by focusing on strategies that are able to be better translated into real world marketing scenarios.