Profitable Marketing Communications: A Guide to Marketing Return on Investment

Contents......Page 3
Foreword......Page 7
Preface......Page 9
Acknowledgements......Page 11
1 A need for a newmarketing model......Page 13
HOW IT USED TO BE…......Page 14
THE DECLINING EFFECTIVENESS OFMASS ADVERTISING......Page 17
THE CHANGING CONSUMER......Page 18
INCREASED PRESSURE ONCORPORATE PROFITABILITY......Page 19
GROWING PAINS......Page 21
THE IMPACT OF INTERACTIVITY......Page 22
THE IMPLICATIONS......Page 24
WHAT THIS BOOK SETS OUT TO DO......Page 25
WHAT IS MARKETING ROI?......Page 27
WHY MARKETING ROI IS DIFFICULTTO ACHIEVE......Page 32
HOW SHOULD MARKETERS RESPOND?......Page 39
3 Our Marketing ROI stars:......Page 42
TOYOTA MOTOR CORPORATION:DRIVING IN TOP GEAR......Page 43
P&G: A SOAP OPERA WITH A HAPPY ENDING......Page 47
O2: HOW A £17.7 BILLION BRAND WAS BORN......Page 51
BRITISH AIRWAYS:DEALING WITH TURBULENCE......Page 54
IMPOSSIBLE IS NOTHING…......Page 57
Invest, don’t spend:......Page 58
THE ICE CHECKLIST......Page 59
INVESTING IN EXPERIMENTATION......Page 62
DECIDE WHETHER YOU NEEDTO INVEST IN MARKETING......Page 63
MARKETING – AN ALTERNATIVE TOACQUISITION......Page 64
OUR EIGHT INVESTOR TIPS TO PROFITABLEMARKETING COMMUNICATIONS......Page 65
USE THESE TOOLS…......Page 72
5 Concentrate on outcomes,not outputs......Page 73
OUTPUT OBSESSIONS......Page 74
OUTPUTS THAT DRIVE THE WRONGMARKETING......Page 75
CREATING A MARKETING ROI CULTURE......Page 76
SETTING THE RIGHT METRICS......Page 77
USEFUL METRICS......Page 80
TARGETING THE RIGHT OUTCOME......Page 81
HOW TO FOCUS ON OUTCOME-LEDMARKETING......Page 83
REASSURINGLY EFFECTIVE......Page 86
6 Forget consumers,target customers......Page 88
PROFIT (MARKETING ROI) COMES FROMLOYAL CUSTOMERS......Page 90
CUSTOMER SATISFACTION =CUSTOMER RETENTION......Page 92
CUSTOMER EQUITY......Page 93
SEGMENTING BY CUSTOMER PROFITABILITY......Page 96
CUSTOMER RETENTION HELPSACQUISITION......Page 101
THE POWER OF EMPATHY......Page 104
USE THE TECHNOLOGY TO GUIDESMART INVESTMENTS......Page 106
YOUR MARKETING COMMUNICATIONPORTFOLIO......Page 107
EMBRACING RISK......Page 108
A DIFFERENT APPROACH......Page 109
THE INTEGRATION CHALLENGE......Page 110
GROWTH OF ALTERNATIVE CHANNELSTO ADVERTISING......Page 115
PAYBACK TIME......Page 117
MAKING THE RIGHT INVESTMENT DECISIONS......Page 119
TOUCHPOINTS ROI TRACKER......Page 120
A CENTRAL ORGANIZINGCOMMUNICATION IDEA......Page 122
LEVERAGING SYNERGIES: DEVELOPMENT......Page 123
LEVERAGING SYNERGIES: EXECUTION......Page 124
A FINAL THOUGHT…......Page 125
8 Differentiate any way you can......Page 126
VALUE VERSUS PRICE......Page 128
HOW TO DIFFERENTIATE YOUR BRAND......Page 130
AVOID COMMODITIZATION......Page 135
EDITING CONSUMER CHOICE......Page 140
9 Engagement and experienceare the new 30-second ads......Page 142
THE MAGIC OF MAVENS......Page 144
INVEST IN INSPIRATION......Page 145
EXPERIENCE, NOT POSSESSIONS......Page 146
ENCOURAGING CONSUMERSTO PARTICIPATE......Page 154
WHAT’S IN A NAME......Page 155
REVAMPING A FLAGGING BRAND......Page 156
THE BUFFETT STYLE OF INVESTING......Page 157
FOCUS INVESTING APPLIED TO MARKETING......Page 158
HOW STRATEGY HELPS FOCUS INVESTING......Page 159
UNDERSTANDING WHY MARKETINGCAMPAIGNS FAIL......Page 161
MAKING THE RIGHT CHOICES......Page 162
IDENTIFYING THE BIG BETS......Page 163
MAKING CHOICES ABOUTCOMMUNICATION......Page 170
BETTING ON BUFFETT......Page 171
11 Establish a measurementculture......Page 172
SETTING OUT THE PROBLEM......Page 173
OUR VIEW…......Page 174
SET METRICS AT THE START......Page 175
IT’S NOT FAILURE; IT’S LEARNING......Page 176
METRICS: MOVING THE NEEDLE......Page 177
INTRODUCING AN ROI SYSTEM......Page 181
MODELLING......Page 182
OWNING ECONOMETRICS......Page 184
MARKETING DASHBOARDS......Page 185
DATA, NOT DINNER......Page 188
INVESTING IN STAFF…TO INVEST IN CUSTOMERS......Page 189
MARKETING THAT MOTIVATES......Page 191
EMPLOYEES ARE CUSTOMERS TOO…......Page 193
OUR MARKETING ROI STARSAND THEIR EMPLOYEES......Page 201
13 Is your organizationMarketing ROI-fit?......Page 203
WHY ROI IS IMPORTANT......Page 204
LEARNING FROM THE PITCH......Page 210
THE BRIEF......Page 211
HOW DOES THE AD INDUSTRYNEED TO CHANGE?......Page 212
BUILDING VALUE......Page 213
A NEW BREED OF AGENCIES......Page 214
SUMMARY......Page 216
References......Page 217
Further reading......Page 220
Index......Page 221