Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era Hardcover – Apr 23 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.
Top Customer Reviews
Most Helpful Customer Reviews on Amazon.com (beta)
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.)
The good news is you're not alone. The other good news is that Gini and Geoff have written a book that walks you through the process of breaking down those walls and silos in a very practical and actionable way. They will help you create an internal, interdepartmental group which they call a "marketing round", and move you along to a means of measuring your results.
Think of it as carpooling. You have a group of people, all located in the same place, and all headed to the same final destination. But rather than each of them driving their own cars, they pool their resources and work together to achieve those goals more effectively.
Perhaps one of the most important contributions of this book is that it not only gets you asking questions, but asking the right questions, in order to make more informed decisions about your marketing efforts. You'll walk away with the tools you need to analyze your strengths and weaknesses, while taking into account factors like your available resources, and how to properly time and plan your messaging and activities.
(This was an excerpt of the review I wrote for the book on my blog. You can read the full review here: [...])
People who sell advertising and marketing services tend to write books to - surprise! - promote their advertising, marking, public relations and communications services. There have been some great books that have emerged out of this tendency, such as Rosser Reeve's 1961 classic, "Reality In Advertising" and David Ogilvy's "Confessions Of An Advertising Man".
"Marketing In The Round" will not be joining these and other classics.
It is a mundane pitch book. The authors want to demonstrate how smart and competent they are and how they will help you revolutionize your business and make a billion dollars. They throw contemporary buzzwords like "organizational silos" around as if they were confetti while they dispense well-known business bromides that have been around for many decades. Oh yes, they dress things up by relating it all to online marketing, but it is still no different than what Rosser Reeves, David Ogilvy and others wrote about decades ago.
Trends come and go. Look through old advertising award books and you can see one style abandoned for another, year after year, decade after decade. Oddly enough the award winning ad campaigns had pretty short lives, while the campaigns built on marketing basics went on for a long time.
If you can tolerate the annoying and repetitive clichés, there's nothing wrong with the book. It just isn't terribly informative. Does any businessperson have to be told that "[w]hen a competitor does something that draws significant attention or garners a lot of sales, it is natural to react, to mimic that marketing tactic. But that may, in fact, be the worst thing to do." Really? Now who would ever think of that?
There's nothing here, in my opinion, to distinguish this book or its authors from many others like it. "Marketing In The Round" is the authors' pitch to those who might be seeking marketing assistance. Nothing wrong with that, of course, but you're essentially paying for a sales pitch.
This book feels more like condensed seminar notes than an analytical book. If one has read marketing textbooks and kept current with web and social media, this book provides little value. The book's theme, "Marketing in the Round", as best as I can determine, is same as traditional integrated marketing communications, and its slogan-message "break down the silos" has been around for centuries.
The book's other coined terms (its marketing approaches), e.g. groundswell, top-down, flanking, or go direct, all have better known, traditional marketing terms. The book uses Musashi's warfare classic, "The Book of Five Rings" to derive and give analogy to these terms. Warfare philosophy really isn't appropriate here, because warfare is usually a zero or negative sum activity, and business is usually a positive sum activity. Campaigns, however, can be thought of in military terms; and, instead of relying of Mushashi, perhaps the authors should look more to Sun Tzu, the preemient military strategist.
For example, when the book states in order for Mushashi's "top down" approach to work, a company usually needs market leadership; such is too broad of a generalization and possible implementation strategies too obvious. By comparison, a Sun Tzu general would know details of the marketing terrain, have high degree of environmental (including enemy) intelligence, and deploy all kinds of sophisticated illusions and non-obvious tactics. Thus, as said by Sun Tzu, the great general will win without any recognized market leadership, provided he knows his craft. And, instead of the sophisticated analysis needed of Sun Tzu, the book exhorts the reader to adapt preferred approaches by using five simplistic qualifying questions.
And the book uses a supporting evidence technique that I can't stand--short anecdotes of various business stories. The anecdotes are so short that it's difficult for a reader to "evaluate". A seminar leader can use his far greater knowledge to answer questions and establish faith and trust. This book's short anecdotes don't create these, and somehow, the authors want the readers' blind faith.
It is a very short, survey summary book of marketing methods. I see this as a problem--there are many reasons for this or that marketing method, and this book simply is too short to provide reasoned discourse analysis. To be fair, I couldn't stomach more than half of the book, so will make my evaluation based on half read and remainder scanned. A good seminar supplement book, a decent summary book, a bad book to learn marketing analysis.
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