What do you think?
Rate this book
Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era
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
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
- GenresBusiness
201 pages, Hardcover
First published April 1, 2012
10 people are currently reading
226 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 13 of 13 reviews
May 11, 2012
I like this book for two reasons:
1) the book gives marketers and business people a road map for handling the new realities of media today; with tablets, mobile, social and the web we have more channels and more strategies to worry about, Marketing in the Round is a concept that helps you to succeed across those channels and strategies by thinking about integrated marketing.
2) the book provides helpful questions, tips, audit questions, to develop a marketing plan.
If you are looking for a general marketing book, one that reflects the realities of how to marketing works today, and how to navigate the today's media and digital complexity, this is the book for you.
If you are a marketer coping with the avalanche of content, and choices, this book gives you a process for managing content, publishing and integrating strategies for each campaign and channel.
1) the book gives marketers and business people a road map for handling the new realities of media today; with tablets, mobile, social and the web we have more channels and more strategies to worry about, Marketing in the Round is a concept that helps you to succeed across those channels and strategies by thinking about integrated marketing.
2) the book provides helpful questions, tips, audit questions, to develop a marketing plan.
If you are looking for a general marketing book, one that reflects the realities of how to marketing works today, and how to navigate the today's media and digital complexity, this is the book for you.
If you are a marketer coping with the avalanche of content, and choices, this book gives you a process for managing content, publishing and integrating strategies for each campaign and channel.
May 21, 2012
Marketing in the Round is a must-read for professionals across industries and markets - including B2C, B2B and B2G. My only regret is that it wasn't around a few years ago, when I was working through some particularly challenging sales and branding issues with a growing technology firm.
What I love about Marketing in the Round is that it takes a very holistic approach to marketing - recognizing that the marketing function cannot be properly executed in a vacuum from either the related disciplines (advertising, PR, sales, corporate communications) or other departments (customer service, operations, HR, business operations). Repeatedly, Livingston and Dietrich entreat the C-level to "break down the silos."
And Marketing in the Round does not merely offer theories but resources, actual workbook exercises and sample tables and dashboards to walk professionals step-by-step through the process of 1) building an integrated team; 2) implementing a strategy and tactics; and 3) measuring ROI and adjusting as needed. This is not a book to be read once but one to be kept readily available as an indispensable reference.
Another aspect of the book I greatly appreciate is Livingston and Dietrich's caution to avoid the "shiny object" approach to every new social media invention: Facebook and Twitter are not necessarily the proper tactics or tools for every company or situation. They recommend companies listen in on the social media conversation before jumping in with corporate speak - promptly turning off potential customers. As the book eloquently states:
"Talking at customers and stakeholders without listening to them is the equivalent of marching into a networking event with a fistful of business cards, and mercilessly delivering elevator pitches."
Again and again, the book stresses strategy - cautioning marketers against reaching for their favorite tool regardless of whether or not it will be most effective for the job at hand.
There is also an excellent section that addresses the particular challenges of those companies in the B2G and B2G sectors and offers powerful suggestions, tactics and case study examples.
Having been in the marketing/communications profession for more than 18 years, I found this book not only to be an excellent review of marketing best practices in general but also an energizing read. If you are at all frustrated with a stagnant company culture, a challenging sales/branding goal or even a stubborn client (for those of you on the service side), this book will give you a renewed sense of hope and purpose.
As the book states, "The only way to succeed in the future - to best serve your customers, to become an investment in the company's growth - is to market in the round."
What I love about Marketing in the Round is that it takes a very holistic approach to marketing - recognizing that the marketing function cannot be properly executed in a vacuum from either the related disciplines (advertising, PR, sales, corporate communications) or other departments (customer service, operations, HR, business operations). Repeatedly, Livingston and Dietrich entreat the C-level to "break down the silos."
And Marketing in the Round does not merely offer theories but resources, actual workbook exercises and sample tables and dashboards to walk professionals step-by-step through the process of 1) building an integrated team; 2) implementing a strategy and tactics; and 3) measuring ROI and adjusting as needed. This is not a book to be read once but one to be kept readily available as an indispensable reference.
Another aspect of the book I greatly appreciate is Livingston and Dietrich's caution to avoid the "shiny object" approach to every new social media invention: Facebook and Twitter are not necessarily the proper tactics or tools for every company or situation. They recommend companies listen in on the social media conversation before jumping in with corporate speak - promptly turning off potential customers. As the book eloquently states:
"Talking at customers and stakeholders without listening to them is the equivalent of marching into a networking event with a fistful of business cards, and mercilessly delivering elevator pitches."
Again and again, the book stresses strategy - cautioning marketers against reaching for their favorite tool regardless of whether or not it will be most effective for the job at hand.
There is also an excellent section that addresses the particular challenges of those companies in the B2G and B2G sectors and offers powerful suggestions, tactics and case study examples.
Having been in the marketing/communications profession for more than 18 years, I found this book not only to be an excellent review of marketing best practices in general but also an energizing read. If you are at all frustrated with a stagnant company culture, a challenging sales/branding goal or even a stubborn client (for those of you on the service side), this book will give you a renewed sense of hope and purpose.
As the book states, "The only way to succeed in the future - to best serve your customers, to become an investment in the company's growth - is to market in the round."
Want to read
July 13, 2012On my to read list... based on a recommendation from Drew's Marketing Minute blog:
Marketing in the Round (is your marketing a 360° effort?)
by Drew McLellan, JULY 13TH, 2012
You know those people who modify who they are, based on who’s around or where they are? They behave one way at work, one way on Friday nights and another way on Sunday mornings. I think it’s difficult to trust people who don’t live one, integrated life.
We react the same way to brands and companies. Part of what creates a sense of trust for us as consumers is consistent, integrated behavior.
That’s why I’m recommending you check out a book called Marketing in the Round by Geoff Livingston and Gina Dietrich. (click here to buy*)
It’s not about social media. Or new (or old) media. It’s media agnostic. No matter what media you use (and you should use several) it’s about weaving them together so they are all stronger.
I got a chance to ask author Geoff Livingston a few questions and think his answers will give you a good sense of what the book might offer you and why I think it’s a must read.
Read the interview with the author here: http://www.drewsmarketingminute.com/2...
Marketing in the Round (is your marketing a 360° effort?)
by Drew McLellan, JULY 13TH, 2012
You know those people who modify who they are, based on who’s around or where they are? They behave one way at work, one way on Friday nights and another way on Sunday mornings. I think it’s difficult to trust people who don’t live one, integrated life.
We react the same way to brands and companies. Part of what creates a sense of trust for us as consumers is consistent, integrated behavior.
That’s why I’m recommending you check out a book called Marketing in the Round by Geoff Livingston and Gina Dietrich. (click here to buy*)
It’s not about social media. Or new (or old) media. It’s media agnostic. No matter what media you use (and you should use several) it’s about weaving them together so they are all stronger.
I got a chance to ask author Geoff Livingston a few questions and think his answers will give you a good sense of what the book might offer you and why I think it’s a must read.
Read the interview with the author here: http://www.drewsmarketingminute.com/2...
August 20, 2012
A straight forward, well-written marketing manual on how to integrate your departments in a flowing and structured manner that will have everyone in your company working towards the same goal. Both Gini & Geoff are great story-tellers, highlighting different case studies to emphasize each tactic and strategy throughout the book. If your company is struggling with getting everyone on board to market as one whole and participatory unit, this is a must read for you.
January 11, 2015
Good book. Easy to read quickly. Nice tools and how-to's for anyone wanting an integrated marketing approach.
September 9, 2012
Great read. Had worksheets and a very detailed look at marketing.
July 24, 2019
First things, first. Could not believe that this book was published in 2012. Foresighted book!
The book reflects the contemporary reality of marketing departments. After reading, I tend to believe we have not yet reached the ‘Fly’ stage. I believe most of orgs are either in ‘Walk’ stage or ‘Run’ stage in their integrated evolution. On breaking the silos, even after exec level buy-in and connecting the marketing round, it takes long to get to a point where breaking the silos is possible in reality – maybe that’s why CMO position still exist, as the author mentioned.
Loved the mention of “shiny object syndrome” – very true. Also, this book helps you realize the words marketing campaigns borrowed from - target, campaigns, supply chain, and strategies (see the military nomenclatures?). This book offers a lot of marketing references and exercises.
Quotable quote: People don’t change because they want to. They change because they’re forced to—by customers, by competition, by the economy, by advances in technology, or by government regulations.
The book reflects the contemporary reality of marketing departments. After reading, I tend to believe we have not yet reached the ‘Fly’ stage. I believe most of orgs are either in ‘Walk’ stage or ‘Run’ stage in their integrated evolution. On breaking the silos, even after exec level buy-in and connecting the marketing round, it takes long to get to a point where breaking the silos is possible in reality – maybe that’s why CMO position still exist, as the author mentioned.
Loved the mention of “shiny object syndrome” – very true. Also, this book helps you realize the words marketing campaigns borrowed from - target, campaigns, supply chain, and strategies (see the military nomenclatures?). This book offers a lot of marketing references and exercises.
Quotable quote: People don’t change because they want to. They change because they’re forced to—by customers, by competition, by the economy, by advances in technology, or by government regulations.
July 23, 2012
Woah. Gini Dietrich had a hand writing this, too! And, I know both authors, so I hope Goodreads fixes that faux pas.
That said, this provides a realistic view of organizational models and why silos should no longer be. Social media has altered the course of structure, and those working independently without integration will fail.
That said, this provides a realistic view of organizational models and why silos should no longer be. Social media has altered the course of structure, and those working independently without integration will fail.
March 10, 2013
The reality today is that marketers and PR pros have to work together to create a seamless experience for the customer. That means that people from many different communications disciplines need to work together in harmony. In order to achieve that, it helps if people know something about what the other people in the group do, and the pros and cons of each approach. This book helps provide that information in a format that not only makes this a good book to read from cover to cover, it will also be useful to have around to look things up on an as-needed basis.
December 29, 2014
I can see how the book can be useful for students and novice marketers, but for me the mid section with a list of different marketing tactics, their positive and negative sides, was really tiring to read. Gini is a great blogger, but if you're a seasoned marketer, you'd be better off reading her blog regularly, instead of the book.
January 29, 2013
Just finished. Great comprehensive return to integrated marketing theory with today's mediums. It end a little abruptly, but is great re-exposure to the challenges (and corresponding solutions) facing marketing and business in general today.
February 22, 2013
Good book on the basics of marketing integration. Used this as a text book in my MKT4900 Online Marketing Strategies class at Ohio University in Spring 2013. Well received by the students.
Displaying 1 - 13 of 13 reviews