Profitable Marketing Communications
This book offers a blueprint to maximise returns on investment from marketing communications and introduces investment disciplines and strategies to marketing practices.
Profitable Marketing Communications gives you a blueprint showing how you can maximize the returns from your marketing and shows how marketing works as part of your wider business strategy. It explains that marketing is about creating positive value for your business or brand through demonstrating cost versus return.
Case studies show how marketing works as part of your wider business strategy, offer insights into how marketers have delivered outstanding marketing ROI and prove that marketing can give customers, staff and shareholders good reason to stay loyal to your company.
REVIEWS :“Effectively covers the changing marketplace and people’s growing
immunity to mass marketing, combined with many case studies of what
effective ROI could look like.”
Waterstones Business Newsletter
“Demonstrates that an investment-led approach to marketing
communications can have a huge impact on company performance …
demystifies marketing communications and explains how it can bring
tangible financial results to the bottom line.”
IS Opportunities
“Some excellent examples.”
Enfield Enterprise Agency
“Young argues the need for a focused approach that recognizes
marketing communication budgets as investments rather than costs...Young
and Aitken offers a straightforward and persuasive case for their
approach.”
Argent
“In our Manifesto for Marketing we say that: marketers must take
responsibility for the profitable growth of business…measuring and
articulating the value created. This book will help marketers understand
how to put the emphasis on the key outcomes of their marketing
communications-rather than the output.”
Hugh Burkitt, Chief Executive, Marketing Society (UK)
Hardback, 224 Pages, Dimensions 234 x 156 MM Language English.
1. A need for a new marketing model
2. A change in philosophy
3. Our Marketing ROI stars
4. Invest, don’t spend
5. Concentrate on outcomes, not outputs
6. Forget consumers, target customers
7. Manage your communication investment portfolio
8. Differentiate any way you can
9. Engagement and experience are the new 30-second ads
10. Apply a ‘focus investing’ approach
11. Establish a measurement culture
12. Leverage your employee capital
13. Is your organization Marketing-ROI fit?
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.