Profitable Marketing Communications: A Guide to Marketing Return on Investment - Hardcover

Young, Antony; Aitken, Lucy

Hardcover

ISBN 10: 074944942X ISBN 13: 9780749449421

Publisher: Kogan Page, 2007

Synopsis

Marketing is still seen by many companies as a cost, rather than an investment, and tops the list of types of expenditure most likely to go in a downturn. <i>Profitable Marketing Communications </i>explains that marketing is about creating positive value for a business or brand through demonstrating cost versus return. The authors propose a new marketing model, which helps business-owners, CEOs, CFOs and marketers apply an investment-led approach where the focus is value, not cost. <i>Profitable Marketing Communications</i> introduces investment disciplines and strategies to marketing practices. It offers insight into how marketers have delivered outstanding marketing ROI for their companies. Finally, it provides a blueprint to maximize the returns from marketing communications. Case studies show how marketing works as part of a wider business strategy and prove that marketing can give customers, staff and shareholders good reason to stay loyal to companies.

About this title

About the Authors

Antony Young is President, Optimedia US. Antony has worked globally on brands including Sony, Coca-Cola, HSBC, Nokia, Procter & Gamble and Toyota. He launched Zenith in Asia, establishing the region's first group agency media specialist. Under his leadership, Zenith became China's top agency, twice winning Media Agency of the Year and claiming the region's first ever Cannes Media Gold Lion.

Lucy Aitken is a freelance journalist and writer. She was previously a commissioning editor of Campaign and Media & Marketing Europe.

Excerpt. © Reprinted by permission. All rights reserved.

<p><b>1. A need for a new marketing model</b><br><br> How it used to be...<br><br> The declining effectiveness of mass advertising<br><br> The changing consumer<br><br> Increased pressure on corporate profitability<br><br> Growing pains<br><br> The impact of interactivity<br><br> The implications<br><br> What this book sets out to do<br><br> <b>2. A change in philosophy </b><br><br> What is Marketing ROI?<br><br> Studying the market<br><br> Why Marketing ROI is difficult to achieve<br><br> How should marketers respond ?<br><br> <b>3. Our Marketing ROI stars </b><br><br> Toyota Motor Corporation: driving in top gear<br><br> P&G: a soap opera with a happy ending<br><br> O2: How a £17.7 billion brand was born<br><br> British Airways: dealing with turbulence<br><br> Impossible is nothing...<br><br> <b>4. Invest, don't spend </b><br><br> The ICE checklist<br><br> Decide whether you need to invest in marketing<br><br> Marketing - an alternative to acquisition<br><br> The ladder of insight<br><br> Our eight investor tips to profitable marketing communications<br><br> Use these tools...<br><br> <b>5. Concentrate on outcomes, not outputs </b><br><br> Output obsessions<br><br> Outputs that drive the wrong marketing<br><br> What's the difference between an outcome and an output?<br><br> Creating a Marketing ROI culture<br><br> Setting the right metrics<br><br> Useful metrics<br><br> Turning metrics into objectives<br><br> Targeting the right outcome<br><br> How to focus on outcome-led marketing<br><br> Reassuringly effective<br><br> <b>6. Forget consumers, target customers </b><br><br> The three deadly sins...<br><br> Profit (Marketing ROI) comes from loyal customers<br><br> Profit (Marketing ROI) = loyal customers<br><br> Customer satisfaction = customer retention<br><br> Customer equity<br><br> Segmenting by customer profitability<br><br> Customer retention helps acquisition<br><br> Consumer packaged goods<br><br> The power of empathy<br><br> Bespoke media<br><br> Use the technology to guide smart investments<br><br> <b>7. Manage your communication investment portfolio </b><br><br> Your marketing communication portfolio<br><br> Embracing risk<br><br> A different approach<br><br> The integration challenge<br><br> Growth of alternative channels to advertising<br><br> Payback time<br><br> Making the right investment decisions<br><br> Touchpoints ROI Tracker<br><br> A central organizing communication idea<br><br> Determining the channel mix broadly based on ROI measures<br><br> Leveraging synergies: development<br><br> Leveraging synergies: execution<br><br> A final thought...<br><br> <b>8. Differentiate any way you can </b><br><br> Value versus price<br><br> How to differentiate your brand<br><br> Avoid commoditization<br><br> When not to differentiate...<br><br> Editing consumer choice<br><br> <b>9. Engagement and experience are the new 30-second ads </b><br><br> The magic of mavens<br><br> Invest in inspiration<br><br> Experience, not possessions<br><br> Starbucks: creating the coffee experience<br><br> Nike: Just Doing It<br><br> Hewlett-Packard: creating HyPe<br><br> Axe: man's best friend<br><br> Encouraging consumers to participate<br><br> 'In the flesh' appearances<br><br> Making it personal<br><br> What's in a name<br><br> Revamping a flagging brand<br><br> <b>10. Apply a 'focus investing' approach </b><br><br> The Buffett style of investing<br><br> Focus investing applied to marketing<br><br> How strategy helps focus investing<br><br> Understanding why marketing campaigns fail<br><br> New product initiatives<br><br> Making the right choices<br><br> Identifying the big bets<br><br> Making choices about communication<br><br> Betting on Buffett<br><br> <b>11. Establish a measurement culture </b><br><br> Setting out the problem<br><br> Our view...<br><br> Set metrics at the start<br><br> It's not failure; it's learning<br><br> Metrics: moving the needle<br><br> Introducing an ROI system<br><br> Modelling<br><br> Owning econometrics<br><br> Marketing dashboards<br><br> Market testing<br><br> Data, not dinner<br><br> <b>12. Leverage your employee capital </b><br><br> Investing in staff... to invest in customers<br><br> Marketing that motivates<br><br> Employees are customers too...<br><br> Our Marketing ROI stars and their employees<br><br> <b>13. Is your organization Marketing-ROI fit? </b><br><br> Why ROI is important<br><br> Learning from the pitch<br><br> Relationship management<br><br> The brief<br><br> Unification, not integration<br><br> How does the ad industry need to change?<br><br> Selling advertising<br><br> Building value<br><br> Equipping agencies to deliver a Marketing ROI agenda<br><br> A new breed of agencies<br><br> Summary</p>

Edition details

• Publisher: Kogan Page
• Publication date: 2007
• Language: English
• ISBN 10: 074944942X
• ISBN 13: 9780749449421
• Binding: Hardcover
• Edition number: 1
• Number of pages: 224