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Profitable Marketing Communications: A Guide to Marketing Return on Investment |  |
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Profitable Marketing Communications: A Guide to Marketing Return on Investment | |
Many companies still see marketing as a cost, not an investment, and it tops the list of types of expenditure most likely to go in a downturn. According to proven business strategist Antony Young, marketing is about creating positive value for a business or brand by demonstrating cost versus return. Young and co-author Lucy Aitken propose a radical change in marketing philosophy to an investment-led approach whose focus is value, not cost. The book introduces investment disciplines and strategies to marketing practices and gives insight into how marketers have delivered outstanding marketing return on investment (ROI) for the companies. Finally, it provides a blueprint to maximize the returns from marketing communications.
Drawing from case studies and their own experience, the authors show how marketing can work as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.
Antony Young is President of Optimedia US and has worked with Sony, Coca-Cola, HSBC, Nokia, Procter & Gamble and Toyota. He managed the merger of ZenithOptimedia UK, and as CEO he led a radical repositioning of the agency to become "The ROI Agency." He launched Zenith in Asia, establishing the region's first group agency media specialist.
^Lucy Aitken is a freelance journalist and writer. She was editor of Campaign, the premier UK magazine for advertising, marketing, media, and PR.
1. A need for a new marketing model
How it used to be…
The declining effectiveness of mass advertising
The changing consumer
Increased pressure on corporate profitability
Growing pains
The impact of interactivity
The implications
What this book sets out to do
2. A change in philosophy
What is Marketing ROI?
Studying the market
Why Marketing ROI is difficult to achieve
How should marketers respond ?
3. Our Marketing ROI stars
Toyota Motor Corporation: driving in top gear
P&G: a soap opera with a happy ending
O2: How a £17.7 billion brand was born
British Airways: dealing with turbulence
Impossible is nothing…
4. Invest, don’t spend
The ICE checklist
Decide whether you need to invest in marketing
Marketing – an alternative to acquisition
The ladder of insight
Our eight investor tips to profitable marketing communications
Use these tools…
5. Concentrate on outcomes, not outputs
Output obsessions
Outputs that drive the wrong marketing
What’s the difference between an outcome and an output?
Creating a Marketing ROI culture
Setting the right metrics
Useful metrics
Turning metrics into objectives
Targeting the right outcome
How to focus on outcome-led marketing
Reassuringly effective
6. Forget consumers, target customers
The three deadly sins…
Profit (Marketing ROI) comes from loyal customers
Profit (Marketing ROI) = loyal customers
Customer satisfaction = customer retention
Customer equity
Segmenting by customer profitability
Customer retention helps acquisition
Consumer packaged goods
The power of empathy
Bespoke media
Use the technology to guide smart investments
7. Manage your communication investment portfolio
Your marketing communication portfolio
Embracing risk
A different approach
The integration challenge
Growth of alternative channels to advertising
Payback time
Making the right investment decisions
Touchpoints ROI Tracker
A central organizing communication idea
Determining the channel mix broadly based on ROI measures
Leveraging synergies: development
Leveraging synergies: execution
A final thought…
8. Differentiate any way you can
Value versus price
How to differentiate your brand
Avoid commoditization
When not to differentiate…
Editing consumer choice
9. Engagement and experience are the new 30-second ads
The magic of mavens
Invest in inspiration
Experience, not possessions
Starbucks: creating the coffee experience
Nike: Just Doing It
Hewlett-Packard: creating HyPe
Axe: man’s best friend
Encouraging consumers to participate
‘In the flesh’ appearances
Making it personal
What’s in a name
Revamping a flagging brand
10. Apply a ‘focus investing’ approach
The Buffett style of investing
Focus investing applied to marketing &nb...
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