Gini Dietrich - Marketing in the round: How to develop an integrated marketing campaign in the digital era

How to Develop an Integrated Marketing Campaign in the Digital Era

800 East 96th Street,
Indianapolis, Indiana 46240 USA

Marketing in the Round

Copyright 2012 by Gini Dietrich and Geoff Livingston

All rights reserved. No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the publisher. No patent liability is assumed with respect to the use of the information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. Nor is any liability assumed for damages resulting from the use of the information contained herein.

ISBN-13: 978-07897-4917-8
ISBN-10: 0-7897-4917-3

Library of Congress Cataloging-in-Publication Data

Dietrich, Gini.
Marketing in the round : how to develop an integrated marketing
campaign in the digital era / Gini Dietrich, Geoff Livingston.
p. cm.
Includes index.
ISBN 978-0-7897-4917-8
1. Marketing. 2. Internet marketing. 3. Social media. 4. Mass
media--Technological innovations. I. Livingston, Geoff. II. Title.
HF5415.D4882 2012
658.872--dc23
2012006846

Printed in the United States of America
First Printing: April 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 Livingstons 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

Ive 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, youll 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

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 Dennys. 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.

They say behind every successful woman is a strong and supportive man. Kelly Dietrich, I love you. Gini

Thank you, Mom and Dad, for passing on your love of writing. Geoff

Writing your first book is an experience for everyone close to you. My mom didnt say a word as I wrote in the wee early-morning hours during the holidays. My dad encouraged me when the days seemed to last forever. My in-laws began introducing me at parties as our new author. The Arment Dietrich and Spin Sucks teams picked up the slack when I most needed it. And Geoff Livingston. This never would have happened without you pushing me.

Gini

Id like to thank my wife and daughter, Caitlin and Soleil, for letting me work late nights and weekends to get my writing done.

Geoff

Wed also like to say thanks to Jennifer Stevens, Anna Barcelos, and Steve Hall, who told us what we needed to hear. And to the team at PearsonKatherine Bull, Romny French, and Betsy Harristhank you for believing in us and our book.