by Mark Fogelberg
I read too much. Luckily for me, after stumbling through some recent D-grade business books, I came upon an A+.
Antony Young, the President of Optimedia in the US, and Lucy Aitken, marketing and media writer, created a perfect tome for today's ever present marketing ROI environment.
I found myself dog-earing dozens of pages of this book. Many were based upon 8 investor tips. When I write "investor tips" it's because the authors describe marketing as a form of loan from a company. How marketers invest (rather than spend) should be weighed against other investment options a company (or brand) might evaluate. You know, it's the I in ROI.
The eight investor tips to profitable marketing communications:
- Concentrate on outcomes, not outputs
- Forget consumers, target customers
- Manage your communication investment portfolio
- Differentiate any way you can
- Engagement and experience are the new 30-second ads
- Apply a focus investing approach
- Establish a measurement culture
- Leverage your employee capital
Yes, you might have seen some of these before. But the tips have chapters dedicated to each and within each chapter are more insights and nuggets.
With international cases and examples combined with actionable strategies, this book deserves a place on every marketer's bookshelf. And any agency exec that doesn't digest this book and put ideas to work should dread a premature retirement as they allow their agency to drift into irrelevancy.
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