Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era (Que Biz-Tech)

Business & Money

Dietrich, Gini

Livingston, Geoff

Marketing & Sales

Que Publishing

Unleash Your Secret Weapon for Restoring Trust: Open, Honest Communications! Most PR books tell you how to “spin” your message. People are sick of that! Spin Sucks will teach you how to communicate honestly, responsibly, openly, and authentically…and truly earn the trust of your customers, stakeholders, investors, and communities. Top PR thought leader and blogger Gini Dietrich runs the number one PR blog in the world, spinsucks.com, where she shares cutting-edge tips and tools for effective, ethical communications. Now, she’s integrated all she’s learned into a complete, actionable guide for every business leader who understands there are new rules to communications, but don’t know what to do. No matter what your organization does, Dietrich will help you: <ul>
<li> Share your story more powerfully—without sex, extortion, or “truth-stretching” </li>
<li> Humanize your organization, even if you don’t have outsized personalities </li>
<li> Tell the truth, using the best techniques honed by centuries of storytellers </li>
<li> Overcome whisper campaigns, anonymous attackers, and trolls </li>
<li> Create fresh, honest content that’s compelling to both humans and Google </li>
<li> Systematically prepare yourself to engage more successfully online </li>
<li> Clarify and close gaps between your message and your customer’s perception </li>
<li> Celebrate your brand ambassadors </li>
<li> Master seven steps for handling online criticism, and transforming critics into fans </li>
<li> Keep others from stealing your great content </li>
<li> Learn actionable lessons from others’ successes (and failures) </li>
<li> Develop more positive, productive agency (or client) relationships </li>
<li> Converge paid, owned, earned, and shared media—and get more value from all of them </li> </ul>
spinsucks.com

Spin Sucks: Communication and Reputation Management in the Digital Age (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

Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era (Biz-Tech)

Que Pub

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Books by Dietrich, Gini