Gini Dietrich

Marketing In the Round

By: Gini Dietrich | December 5, 2011 | 

This post is co-written by G Squared (Geoff Livingston and Gini Dietrich).

Guess what?!?

We finally get to talk about our new book! We joked, early on, that it’s not nice to tell prolific bloggers they can’t write about what they’re writing about. It’s been a challenge, that’s for sure.

But it’s time to let the cat out of the bag because Marketing In the Round: Multichannel Approaches In the Post- Social Media Era is listed and ready for pre-sale on Amazon and Barnes & Noble!

I was trying really hard not to be a douchecanoe who gets all excited about these little milestones, but it’s really stinking cool to see your name listed on Amazon. I mean,really cool.

About the book…

Integration of All Disciplines

You may recall the number three social media trend, I listed last week, as integration of all disciplines. That is because integration is a much discussed topic within social media, but also one PR and marketing professionals are discussing in great detail.

A recent IBM study of 1,700 chief marketing officers has some interesting results. It found respondents:

  • Are facing a challenge trying to figure out how to integrate the growing number of new marketing channels and devices, from smart phones to tablets.
  • Fifty-six percent view social media as a key engagement channel.
  • Not since the original dot com era have they been under so much pressure to understand how new media integrate into the mix, and how all the parts work together.
  • Seventy-eight percent expect more complexity during the next five years, but only 48 percent are prepared to deal with it.

There is a great need for information and an understanding in multichannel marketing.

Geoff and I (G Squared!) have both successfully marketed in the social and mobile media realms, yet our roots are in traditional public relations and advertising. Because of that experience, we believe our book offers new insights into how to build an integrated program that leverages the strengths of all disciplines, old and new.

Move Social Out of the Sand Box

When the book is released in May, it will have been nine years since Robert Scoble began his tenure at Microsoft as a video blogger. It will have been more than five years since the launch of Twitter. And nearly six years since Facebook opened to anyone older than the age of 13.

The era of corporate and general population usage of social media has entered its maturation and evolutionary phase.

The challenge is no longer how to incorporate social into the marketing programs, but how to move social out of the sand box, and into a role that fits within larger marketing context.

We find that role — an important one for grassroots and customer relations — is often overblown.

Consider most successful marketing programs are in actuality integrated using advertising, direct marketing, mobile, and/or PR with strong social components. Rare is the pure grassroots, or viral, hit.

Marketing In the Round

When I left the big, global PR firm, it was to join an advertising agency to help build their PR department. It was early 2001 and integration was all the rage.

And, in fact, it was a lot of fun and fairly simple to propose PR programs to their existing advertising clients.

But then we had the 9/11 tragedy and everyone retreated to their respective corners, licked their wounds, and began to violently protect their own fiefdoms. Integration was, once again, dead.

Our approach to integration is to use a roundtable concept…where all disciplines work together to break down the silos, do what’s best for company growth, and work together.

It may seem a bit naive if you haven’t yet tried it, but it works. G Squared have both been working with organizations to do precisely this for years.

The book has case studies of companies, non-profits, and other organizations who have been successfully integrating for years. It has exercises for creating your own marketing round. And it gives you all sorts of ideas, benefits, and risks for creating a strategic and integrated marketing round.

It’s not out until May (our final deadline is January 2 and we’re already two-thirds finished writing), but you can pre-order it now.

Here we go!

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

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164 responses to “Marketing In the Round”

  1. KenMueller says:

    Sign me up. I want one! Gonna go order it now!

  2. sydcon_mktg says:

    YEAH! Congrats, can’t wait to get in on my Kindle!

    • ginidietrich says:

      @sydcon_mktg Um, I can’t sign the copy on your Kindle. How does that work these days? I’ll have to sign a post-it note that you can put on the cover of your Kindle while you read it.

      • KenMueller says:

        @ginidietrich@sydcon_mktg Hmm. interesting. I wonder what this whole digital thing means to the book collectors and rare book market.

        • sydcon_mktg says:

          @KenMueller@ginidietrich I had never thought of that. I like having all my books at my finger tips in my bag, especially while at kids activities, as well as sparring some trees!

        • ginidietrich says:

          @sydcon_mktg@KenMueller It is an interesting discussion. Look at that gives you adult-version Cliff’s Notes. What does that mean for book sales? It’s great that many people get exposed to your message, but they don’t buy the book.

          I LOVE having my books at my fingertips, especially when I travel. As a consumer, it’s fantastic. As a soon-to-be author, I don’t know how I feel about it.

        • KenMueller says:

          @ginidietrich@sydcon_mktg Same thing with Spotify for music. There are a lot of little ripples from this whole interwebs thing

        • ginidietrich says:

          @KenMueller@sydcon_mktg Yeah, great point. BUT the thing I like about Spotify is they pay the artists based on how many times the song is played. So they still win.

      • sydcon_mktg says:

        @ginidietrich Or, I can make an exception & get a hard copy for sentimental purposes!

  3. bryanwillmert says:

    Nice!!! congrats Gini!!!!

  4. DallasKincaid says:

    Well, look at you…just LOOK at YOU! Who would have ever thought someone who wears their clothes backwards and cheers for the Bears could grow up to be so successful! You go Gin Gin!

    • ginidietrich says:

      @DallasKincaid I think when people picture “success” there is NOT a photo of me. Perhaps I’ll have to learn how to put my clothes on the right way now?

  5. mollyblock says:

    One word: Congratulations!

  6. KDillabough says:

    Congratulations! What an amazing accomplishment, and one you should be proud of. Most people on this planet talk about writing their book, but never take action to do so. You and Geoff should be very proud of the fact that you’ve walked your talk. Bravo and congrats! Kaarina

    • ginidietrich says:

      @KDillabough You know what I love about you? You always repeat what my mom says. And I ignore her because she’s supposed to say those things. But I have to listen to you. Unless she’s paying you??

  7. Katjaib says:

    Go, Gini! Go Geoff! You’ve always been so smart and generous here on Spin Sucks. I was wondering when you were going to offer your wisdom in a book. Now we know! Congrats! Looking forward to May.

  8. Congrats to you both. Excited to get my hands on a copy.

  9. Congrats G squared! Can’t wait to read this.

  10. Ike says:

    Excellent! Two of my favorite people, joining forces to produce only one book for me to pretend to read!

    (seriously, congrats to both of you.)

  11. EricaAllison says:

    Congratulations to you both! And enjoy the feeling of seeing your name on Amazon…my goodness, you should be allowed that feeling without calling yourself a douchecanoe. We’re not that cool!

  12. ryancox says:

    I can text someone who can see theit name listed on Amazon. Somehow I just gained 400 cool points. #WINNING

  13. rachaelseda says:

    Wow this is awesome. Congrats to you both. I CAN’T WAIT to read it!!

  14. How awesome for you Gini and Geoff….I am very excited for you and SO looking forward to reading this informative book!!! What a great news to start the week!!!

  15. manamica says:

    Rock on. G to the power of 2! And @ginidietrich are you kidding me, of course you should celebrate each milestone. If you don’t who will? I am really excited about this, because it IS time to move social out of the sandbox. I learned 2 days ago that the first SMS was sent 19 years ago. 19 years!!!

  16. DannyBrown says:

    Will you be doing a webinar for $47?

    Congrats, guys, good to see two smart folks join forces.

  17. bradmarley says:

    Congratulations, Gini & Geoff!

  18. C_Pappas says:

    I am SO psyched for you both! Looking forward to reading it!

  19. Congrats on your book, Gini!



  20. Cision says:

    Congrats on your book! So exciting and can’t wait to read it 🙂

  21. balemar says:

    Congratulations! Really amazing seeing both your names together in print. 🙂

  22. geoffliving says:

    Congratulations, Gini!

  23. HowieSPM says:

    I have said this many times. Social Media s communications technology. Marketing is not a component. The companies that use technologies of all sorts to improve internal communications and operations, and external communications with customers, prospects and the world will benefit hugely.

    What you are seeing will not be social networks driving things but communication integration into the web of how business works. The challenge is fracturing of this. Going from one telephone to two is easy. But what if a customer prefers email, another twitter, and a third a priority platform and you need to receive orders from all 3? What if procurement finds one communication tool is best but it is different from what manufacturing deems best? and as new technologies keep coming out do you take a dive to be a forerunner or wait to see what happens before choosing a path?

    IBM loves this stuff because this is what they do. Consulting and Integrating Technologies. Look to them to be a much bigger winner than a facebook or twitter.

  24. A resounding ‘Yay’ comes from the Petrolino Party! Can’t wait!

  25. Integration is everything for businesses because it forces them to focus on what’s really important — the customer experience. Congrats to you both!

  26. danielnewmanUV says:

    No SMART remarks here Gini…

    I’m very excited to read this and provide you with exhaustive feedback 🙂


  27. Soulati | PR says:

    I’m a proud tweep, Gin Blossom and Geoff. Congrats in spades; can’t wait to review.

  28. jennwhinnem says:

    Gini, I’m excited for you! This is something we talk about at work…will be purchasing for sure. Congratulations!

  29. Passing this link along to some folks I’m working with – looking forward to the read!

  30. maddiegrant says:

    Congrats! I know it will be awesome and can’t wait to buy it. Put me on your list for a blog interview or guest post once you’re in book launch stage!

  31. NancyD68 says:

    I was going to say something nice but Gini wouldn’t recognize me if i did that! Really excited for the book and by May I will be able to afford it! 🙂

  32. I just thought of something….won’t it be awesome when @ginidietrich and @geoffliving ‘s book is featured on a #FollowFriday book review on other people’s blogs? Turnabout is always fair play.

  33. KenMueller says:

    I think this oughta be a scratch ‘n’ sniff book. or pop up. or both.

  34. wendyroan says:

    Congratulations! I’m looking forward to reading it.

  35. Shonali says:

    Now you need to come up with a song that can be sung in rounds. Seriously. Congrats, G+G!

  36. Neicolec says:

    Cool! Congrats, Gini and Geoff!

  37. bdorman264 says:

    Will you autograph a copy? I know you were hesitant about the picture with me, but maybe I can at least get your signature, huh?

    I’m sure this is answered in your book, but is integration like a three-legged stool and if you leave out one component you are dead in the water? Or, if you do whatever integration you choose very well and commit to being ‘all in’, can that get you to where you want to go.

    I know this has been a labor of love and I’m very excited for you; I wouldn’t say stinking excited, but probably pretty close.

    I will definitely get my copy.

  38. AmyMccTobin says:

    I love this sentence:

    “The challenge is no longer how to incorporate social into the marketing programs, but how to move social out of the sand box, and into a role that fits within larger marketing context.”You go girl. Ordering mine as soon as I leave this blog.You are singlehandedly responsible for me ignoring my own tasks for at least 2 hours per week. This book will be added to that list of hours I am ignoring my email inbox. Thank you!

  39. TheJackB says:

    Congratulations. It sounds great.

  40. Thrilled for you both. 🙂

  41. Maranda says:

    Douchcanoe. I just got my morning coffee in my nose.

    That’s awesome Gini! Super excited for you and I look forward to reading it 🙂

    • ginidietrich says:

      @Maranda LOL! I can’t believe you’re the first one to mention that here. I did that for the coffee spitting purpose.

  42. JayDolan says:

    And you’re sure you want me to review this?

  43. Collectual says:

    Congratulations! I look forward to reading it!

  44. ShellyKramer says:

    Congrats! Looks fantastic!

  45. faybiz says:

    Gsquared it is…

  46. MikeSchaffer says:

    Fan-frickin-tastic! Can’t wait to read it!

  47. KarenARocks says:

    Congrats! What an amazing accomplishment. And props to you for including the word douchecanoe. On a similar note, I heard the phrase “ass-douchery” this weekend. Okay, I just realized I should be commending you and I keep talking about douches. My apologizes.

  48. HeidiCohen says:

    Congrats! Best wishes on this milestone. Happy Marketing, Heidi Cohen

  49. Tinu says:

    This will be a needed book. The only type of marketing I do is integrated – I package the idea as building a customize traffic system, but that’s really all it is, bringing together search, social media, publicity, online & offline PR, expertise marketing, advertising etc all of it under one umbrella.

    Very easy to do when you’re talking with a small business with under 25 employees – some of the integration is already taking place due to necessity. The IT department is probably the social media gal, who works with the marketing dude, who hired the PR company, if there is one.

    Extremely complicated when you’re working on the enterprise level or with a bigger brand. Who owns what? Why is there resistance to marketing and search being handled in concert with the public relations company? Glad to hear it guys.

    • ginidietrich says:

      @Tinu You know what’s funny? We found, through our research, smaller companies are worse at integration than bigger companies. We found they tend to be more protective of their silos so they can keep their jobs, especially at start-ups. I found that to be really interesting because my experience with small business is the same as yours.

  50. jacque_PR says:

    Can’t wait to read this amazing book, Gini!

    Also, I must commend you on the usage of “douchecanoe” in your post. 😉

  51. hackmanj says:

    When you two want to do a book speaking tour plan a trip to the Bay Area. I will help you line up gigs. Can’t wait to read it.

  52. Congratulations, Gini and Geoff! I’m looking forward to reading your labor of love. I am a big believer in integrated marketing communications, think it is definitely the way for companies to be more effective marketers, but find it challenging (at times) to make it happen.

  53. guhmshoo says:

    Will there be an audio book and if so, can it be read in the voice of Darth Vadar?

  54. jeffespo says:

    Very happy for you and @geoffliving . Looking forward to reading.

  55. CharPennyAnn says:

    Congratulations Gini, I cant wait to read your book!!

  56. ToddBartlett says:

    Congratulations! Writing a book is a major accomplishment. I am going to pre-order my copy tonight.

  57. Griddy says:


    Congratulations Gin Gin :). So proud of you.

    Can’t wait to read it!

    Talk very soon.

  58. Nikki_Little says:

    Congrats to both of you! And you have every right in the world to get giddy about seeing your name on Amazon! 😉

  59. adamtoporek says:

    Sorry I missed this yesterday. Love the title! I can’t wait to read it and will, of course, pre-order.

    More importantly… Very excited for you Gini! You’re the hardest working woman in the blog biz, and I’m glad to see it is paying off for you in yet another way. Congrats to you and your fellow G!

    • ginidietrich says:

      @adamtoporek I don’t know about that, but I certainly know who to pay to say nice things about me (check is in the mail).

  60. lauraclick says:

    YAY!!!!!! This is me jumping up and down for you! I know it must be so great to finally have reached this milestone. Thanks for sharing the journey with us. That’s the best part about blogging – getting to celebrate the victories with people you’ve grown to know online. I can’t wait to read it!

  61. This is awesome. Many congrats to you and Geoff on the book. I am excited for the chance to read it.

  62. coffeewithjulie says:

    Can’t wait to give it a read! Congrats!

  63. […] What do you want to accomplish? This is different than your vision because it’s more immediate. Where do you see yourself at the end of 2012? Do you see it as a successful year? What has to happen for you to feel like it was successful? Write those things down. For instance, I knew I wanted to write a book that had a publish date that coincides with the full, public launch of Spin Sucks Pro. Success is very measurable because either I’ll have a book or I won’t (I will – in May). […]

  64. […] alright. My word is totally selfish. After all, Geoff Livingston and I have an entire book coming out in May on the topic. But integration is no longer a nice-to-have. It’s a […]

  65. […] Integration. 2012 is going to be the year of integration. PR is going to work with sales. Marketing is going to work with advertising. Customer service is […]

  66. […] Integration. 2012 is going to be the year of integration. PR is going to work with sales. Marketing is going to work with advertising. Customer service is […]

  67. […] marketing approach. Gini encourages companies – large or small – to tear down the silos and create a “marketing round”, a roundable of various departments (i.e. HR, customer service, marketing, etc.) working together […]

  68. […] Marketing In The Round, that just came out the day of  Social Slam. I was waiting for Gini to promote the book and let 600 people know how to buy it, but apparently, Social Slam planners allegedly didn’t […]

  69. […] marketing, communications, advertising, and public relations functions. Want to learn how? Start here. Via […]

  70. […] operate in a silo, and getting to the “Marketing in the Round” nirvana that Gini Dietrich and Geoff Livingston write about in their recently released […]

  71. […] she has begun to create and launch products at Spin Sucks Pro and is about to launch a book called, Marketing In The Round, that she co-authored with Geoff Livingston. In this episode we attack and deconstruct everything […]

  72. […] she has begun to create and launch products at Spin Sucks Pro and is about to launch a book called, Marketing In The Round, that she co-authored with Geoff Livingston. In this episode we attack and deconstruct everything […]

  73. […] (Welcome to the Fifth Estate and Now Is Gone) – teamed up to co-author a brand new book, Marketing In The Round – How to Develop an Integrated Marketing Campaign in the Digital. I’m not sure how often these two big-brains do interviews together, but I’m thrilled […]

  74. […] marketing approach. Gini encourages companies – large or small – to tear down the silos and create a “marketing round”, a roundable of various departments (i.e. HR, customer service, marketing, etc.) working together […]

  75. […] Disciplines. This can be a little bit egocentric on my half (as a result of I’ve a book coming out about it), however integration goes to be essential subsequent 12 months. As we speak we speak […]

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