- Understand the marketing round and develop your strategy
- Four marketing round approaches
- Measurement, refinement, and improvement.
- what integrated marketing is in concept and practice
- how it can be used to build a brand
- what elements can impact on the strategy’s success
- how to create an integrated marketing strategy
- how to execute, measure, and refine that strategy.
Each chapter in part two is laced with examples of integrated strategies used by real organisations, online and off, all with mulitmillion-dollar turnovers. Presenting actual case information to exemplify the points that have been made in the first section of the book, and to really show how integrated marketing works, and what impacts it in the real world, is an excellent way to get readers’ heads around the information.
Each chapter of the book finishes with an “Exercises” section that gives the reader practical starting points to act on the advice that’s presented in that chapter. The exercises can, at times, seem a bit simplistic but they are an excellent way to help readers take the high-level conceptual advice from each chapter and make it truly workable.
The book does assume some knowledge, too—that readers have some understanding of pure marketing concepts, but also that they have some idea of how marketing teams function in large organizations, and the different disciplines represented by team members can work together. If you lack this understanding, Marketing in the Round may be a bit bewildering at first.
That said, the case examples in the second part of the book should still prove useful and informative regardless of your level of experience with in the field.
What’s in it for you?
Despite the book’s targeting, bloggers can get a lot out of this title—if they’re prepared to read, digest, and consider.
The book shows us:
The benefit of the book’s focus on multidisciplinary teams is, I think, something of an advantage for solopreneur readers.
Firstly, it addresses the issues of integration that arise when different people do different tasks. As a solo or small team blogger, you have to wear multiple hats on any given day—or indeed in any given moment.
Stepping back and considering those roles (within the marketing and promotions effort) individually can help you to get perspective on what it is you’re doing. If you can understand how a team might use the marketing round to create an integrated campaign, you’ll be in a strong position to successfuly be your own marketing round.
Secondly, the challenges of creating integrated campaigns using