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

Gini Dietrich , Geoff Livingston
2.5 out of 5 stars  See all reviews (2 customer reviews)
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Book Description

April 23 2012 Que Biz-Tech
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


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Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era + Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing
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Review

“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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Most helpful customer reviews
1 of 1 people found the following review helpful
2.0 out of 5 stars In Search of Focus (and Clearly Not Finding It) Oct. 3 2012
Format:Hardcover
As an avid reader, I have a pretty good perspective on business and marketing books. I'm disappointed to say that three letters describe this book's scattershot approach: ADD. The authors may be more comfortable with other formats or with social media. The book format, clearly, does not play to their strengths.
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3.0 out of 5 stars Unfocused and Filled with Marketing Jargon Dec 3 2012
By Dr. Bojan Tunguz TOP 50 REVIEWER
Format:Hardcover
I was interested in this book because I am looking into doing some marketing for a really small (really, really small) Android software startup, which currently has only one app in development. This book looked like many others in the filed of online marketing – a general-purpose book that can be applied to businesses big and small. The whole point of online marketing, so I thought, was that the skills and tools that apply to one company and organization are pretty much the same that can be scaled upward and downward at will. Online marketing was supposed to radically democratize marketing for everyone. However, this book turned out to be completely geared towards large-scale corporations with many different departments and sub-departments. From almost the very first page it started addressing issues of office politics, corporate turf wars, and similar large workplace intrigue. This is not the only problem with addressing the right kind of audience. The book seems to assume that its readers are already very familiar with all the usual marketing ideas and are already marketing professionals with a lot of real-world experience. It is filled with jargon and assumptions that only the insiders would find intelligible. On the other hand, it goes through a lot of “exercises” and check-sheets that are clearly aimed at very low-level audience – at best! There is certainly some good information provided within these pages, but I couldn’t make any heads or tails out of it. I not really recommend this book to anyone, but if you are desperate for any kind of marketing information then you might find some use for it.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.2 out of 5 stars  65 reviews
12 of 13 people found the following review helpful
5.0 out of 5 stars Macro vision + Micro tools May 14 2012
By ARISSO - Published on Amazon.com
Format:Hardcover|Verified Purchase
Just finished Marketing in the Round and found it to be incredibly helpful. I'm making it required reading for any hire or intern entering the Marketing/Communications field. The book beautifully balances itself between BIG PICTURE theories and more day-to-day how to advice and examples. Simple common-sense charts, tables and questions help you think through your situation and come up with an executable strategy.

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.)
10 of 11 people found the following review helpful
5.0 out of 5 stars Comprehensive Review May 14 2012
By Michael Brenner - Published on Amazon.com
Format:Hardcover
This should be required reading for any marketing executive and change-agent in business who is trying to see an increase in their business results from marketing strategies. Gini and Geoff provide the historical context, a deep review of the approaches and sound recommendations to make this a worthwhile read.
10 of 12 people found the following review helpful
3.0 out of 5 stars 'Nevermore' quoth the mavens June 8 2012
By Tim Bradley - Published on Amazon.com
Format:Hardcover
"Marketing in the Round" is not a book to curl up with and read by the fireplace with a brandy and a beagle. Instead, it belongs in the classroom of a course called Marketing I. Authors Gini Dietrich and Geoff Livingston have impressive pedigrees. She's the founder and CEO of the hot Chicago firm Arment Dietrich; he's a pioneering social media strategist with a litany of A-list clients. Their book (her first, his third) is a comprehensive Baedeker for anyone starting down the marketing road. Like oil on water, it is slick but superficial. It promotes the unbearably obvious and threadbare notion that the marketing disciplines--advertising, PR, SEO, Web, social media, direct mail, etc.--should work together. Facile advice like "You're going to have to get the organization to change" and "...people fear change" adds nothing to a millennium's worth of writing on the subject by Deming, Ishikawa, Taylor, Morgan, Zuboff, Peters, et al. Even the great philosopher Dwight Yoakam had a song called "Let's Work Together." Nearly 500 years ago, Niccolo Machiavelli wrote: "It must be considered that there is nothing more difficult to carry out, nor more doubtful of success, nor more dangerous to handle, than to initiate a new order of things."
If you learn by repetition, this text will be a great teacher. For example, it uses the word "silo" 16 times in two pages. There are hives and hives of buzzwords. Terms like Yammer, Yelp, Chatter, HTML5, GChat and CAN-SPAM may frustrate the uninitiated. Dietrich even quotes from her own site, Spin Sucks Pro (the perfect vacuum cleaner name), as an expert source on vision statements. The authors trot out the weary warhorses SWOT analysis and SMARTER goals (where's AIDA?), which are useful for first-timers. They cite the 17th-century samurai sage Miyamoto Musashi, whose advice in this context sounds downright silly: "In the second approach, with the long sword, from the upper attitude cut the enemy just as he attacks." If you're going to show off your erudition by referring to ancient Asian organizational gurus, why not go the distance with one of the earliest, Chuang-tzu from the fourth century B.C.?
This purportedly cutting-edge tome has surprisingly dull charts and graphs, given the panoply of design programs available (see the work of Edward Tufte). Each chapter begins with an introduction rendered in gray italic type over a gray screen, a challenging read for even the sharpest eyes. The writing is generally inelegant, without flair, with many a muddled metaphor ("this jambalaya of information") and strained simile. In fact, you might want to set a flare to locutions like "Your CEO will tire of your asking of continually being asked to deliver the vision to all employees." This came shortly after "The first thing you have to do is get buy-in from the corner office. The vision and the messages must be consistently communicated from your leadership team--even if you have to remind your executive team it's time to communicate the vision and drive the messages. They have to come from the corner office."
Unsupported statements are glibly tossed off, e.g., "People don't change because they want to" and "Because mobile is technology-based, older demographics have been slow to adopt smartphones and the behaviors that a smartphone can enable." Tell that to my 83-year-old mother (use Facetime). There are sudden switches into the second person and infelicities like "Epiphanies are not always obvious." One sentence says "The truth of the matter is, media relations is only one tactic in a PR professional's arsenal," followed in the very next sentence by "...media relations, which is the backbone of most PR programs...."
Early on, the book says "People don't like ads," then later expends considerable ink on examples of successful and popular ad campaigns. In giving the pros and cons of the different forms of paid, earned and owned media, Livingston and Dietrich drop this IED without evidence or explanation: the "High level of unethical behavior among merchants." The creeping octopus of condescension slithers its slimy suckers into the works with pronouncements like "Most media relations aces do not comprehend marketing. Direct marketers do not understand crowdsourcing. Advertisers rarely understand the long-term relationship work that business developers and fundraising pros participate in."
However, despite the book's casual relationship with intellectual rigor, it should be catnip for marketing mavens and apprentices alike. It is full to bursting with excellent examples of how well-known companies have met or not met marketing challenges--Southwest Airlines, Tom's Toothpaste, Netflix, Toyota, Victoria's Secret, Foursquare, even the band Radiohead, to name only a few. The questionnaires, checklists and exercises (which are downloadable from the publisher's website) are instructive and inspiring, handily guiding the reader through the entrails of integrated multimedia marketing. There's value here, especially in the line "Whatever your method of outreach, be sure to bring writers and artists in to make your effort have the best impact possible." Hey, thanks!
[...]
8 of 9 people found the following review helpful
5.0 out of 5 stars An important new marketing book May 14 2012
By Kmueller62 - Published on Amazon.com
Format:Hardcover
The premise behind Marketing in the Round is that our businesses are hindered by departments that function independently of one another, often with the left hand not knowing what the right hand is doing. And it's been that way by design with each department suffering from a bad case of #DontBeCreepingOnMyTerritoryosis. It's only natural to get territorial when budgets and staffing are on the line, but we have to remember, we're all in this together.

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: [...])
14 of 18 people found the following review helpful
2.0 out of 5 stars Insufficient analysis Sept. 18 2012
By Chen Sun - Published on Amazon.com
Format:Hardcover|Vine Customer Review of Free Product
When I initially quickly read first chapters, didn't learn much. Maybe missed it, I said to myself, and tried rereading. Then, I saw the innumerable 5 stars, (mostly given by reviewers with too few Amazon review, strange!), and so I reviewed it once more.

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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