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. Profitable Marketing Communications 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. Profitable Marketing Communications 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.

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

How strategy helps focus investing

Understanding why marketing campaigns fail

New product initiatives

Making the right choices

Identifying the big bets

Making choices about communication

Betting on Buffett

11. Establish a measurement culture

Setting out the problem

Our view...

Set metrics at the start

It's not failure; it's learning

Metrics: moving the needle

Introducing an ROI system

Modelling

Owning econometrics

Marketing dashboards

Market testing

Data, not dinner

12. Leverage your employee capital

Investing in staff... to invest in customers

Marketing that motivates

Employees are customers too...

Our Marketing ROI stars and their employees

13. Is your organization Marketing-ROI fit?

Why ROI is important

Learning from the pitch

Relationship management

The brief

Unification, not integration

How does the ad industry need to change?

Selling advertising

Building value

Equipping agencies to deliver a Marketing ROI agenda

A new breed of agencies

Summary

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