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Gini Dietrich

Marketing In the Round

By: Gini Dietrich | December 5, 2011 | 
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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.

150 comments
Anthony_Rodriguez
Anthony_Rodriguez

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

lauraclick
lauraclick

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!

Adam | Customer Experience
Adam | Customer Experience

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!

Nikki Little
Nikki Little

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

Griddy
Griddy

Wooooohooooooo!

Congratulations Gin Gin :). So proud of you.

Can't wait to read it!

Talk very soon.

ToddBartlett
ToddBartlett

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

CharPennyAnn
CharPennyAnn

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

guhmshoo
guhmshoo

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

Shelley Pringle
Shelley Pringle

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.

jacque_PR
jacque_PR

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

Also, I must commend you on the usage of "douchecanoe" in your post. ;)

Tinu
Tinu

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.

HeidiCohen
HeidiCohen

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

KarenARocks
KarenARocks

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.

Collectual
Collectual

Congratulations! I look forward to reading it!

JayDolan
JayDolan

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

Maranda
Maranda

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
ginidietrich moderator

@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.

ginidietrich
ginidietrich moderator

@JayDolan I DEFINITELY want you to review it. If only to keep my ego in check.

ginidietrich
ginidietrich moderator

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

Anthony_Rodriguez
Anthony_Rodriguez

@ginidietrich I guess that all depends on the topic and if you love it. But you wouldn't be writing a book about something if you didn't love it, now would ya?

lauraclick
lauraclick

@ginidietrich You can count on it! (Except maybe for the jumping up and down part). I've already got my ticket. :)

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