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

For years, organizations have been bedeviled with organizational silos that prevent them from conversing with customers in a coherent voice, delivering the right messages to each customer, and building real synergies across all their marketing and communications programs. In this book, leading marketing and social media gurus Geoff Livingston and Gini Dietrich show how to finally break down those silos, bridging traditional and newer disciplines to drive far more value from all of them. Break Down the Silos shows how to create a marketing hub with integrated spokes including sales, PR, advertising, customer service, HR, social media, and the executive team. Through this flexible marketing hub, every business function can speak cohesively with each customer, through the tools and platforms that deliver the best results at the least expense. Livingston and Dietrich walk through hands-on strategic planning, illustrating key points with case studies from three diverse organizations, and offering exercises and actions for applying their principles in their own organizations. They show how to perform a baseline analysis of each available medium, from iPad apps to radio; make better decisions about resource allocation; change culture to overcome siloed behavior; using measurement to overcome obstacles; and get more value from every marketing investment.

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