Profitable marketing communications: a guide to marketing return on investment

Abstract

1. A need for a new marketing model How it used to be... The declining effectiveness of mass advertising The changing consumer Increased pressure on corporate profitability Growing pains The impact of interactivity The implications What this book sets out to do 2. A change in philosophy What is Marketing ROI? Studying the market Why Marketing ROI is difficult to achieve How should marketers respond ? 3. Our Marketing ROI stars Toyota Motor Corporation: driving in top gear P&G: a soap opera with a happy ending O2: How a GBP17.7 billion brand was born British Airways: dealing with turbulence Impossible is nothing... 4. Invest, don't spend The ICE checklist Decide whether you need to invest in marketing Marketing - an alternative to acquisition The ladder of insight Our eight investor tips to profitable marketing communications Use these tools... 5. Concentrate on outcomes, not outputs Output obsessions Outputs that drive the wrong marketing What's the difference between an outcome and an output? Creating a Marketing ROI culture Setting the right metrics Useful metrics Turning metrics into objectives Targeting the right outcome How to focus on outcome-led marketing Reassuringly effective 6. Forget consumers, target customers The three deadly sins... Profit (Marketing ROI) comes from loyal customers Profit (Marketing ROI) = loyal customers Customer satisfaction = customer retention Customer equity Segmenting by customer profitability Customer retention helps acquisition Consumer packaged goods The power of empathy Bespoke media Use the technology to guide smart investments 7. Manage your communication investment portfolio Your marketing communication portfolio Embracing risk A different approach The integration challenge Growth of alternative channels to advertising Payback time Making the right investment decisions Touchpoints ROI Tracker A central organizing communication idea Determining the channel mix broadly based on ROI measures Leveraging synergies: development Leveraging synergies: execution A final thought... 8. Differentiate any way you can Value versus price How to differentiate your brand Avoid commoditization When not to differentiate... Editing consumer choice 9. Engagement and experience are the new 30-second ads The magic of mavens Invest in inspiration Experience, not possessions Starbucks: creating the coffee experience Nike: Just Doing It Hewlett-Packard: creating HyPe Axe: man's best friend Encouraging consumers to participate 'In the flesh' appearances Making it personal What's in a name Revamping a flagging brand 10. Apply a 'focus investing' approach The Buffett style of investing Focus investing applied to marketing How strategy helps focus investing Understanding why marketing campaigns fail New product initiatives Making the right choices Identifying the big bets Making choices about communication Betting on Buffett 11. Establish a measurement culture Setting out the problem Our view... Set metrics at the start It's not failure it's learning Metrics: moving the needle Introducing an ROI system Modelling Owning econometrics Marketing dashboards Market testing Data, not dinner 12. Leverage your employee capital Investing in staff... to invest in customers Marketing that motivates Employees are customers too... Our Marketing ROI stars and their employees 13. Is your organization Marketing-ROI fit? Why ROI is important Learning from the pitch Relationship management The brief Unification, not integration How does the ad industry need to change? Selling advertising Building value Equipping agencies to deliver a Marketing ROI agenda A new breed of agencies Summary