Today’s explosion of media channels has made it simultaneously more challenging yet more vital for companies to present unified messaging and branding to their markets. Businesses need to break down the silos both within their marketing and public relations (PR) teams but also more broadly between other departments, including product development and customer support.

Becoming a social business means change, which is never easy. But in Marketing in the Round: How to Develop an Integrated Marketing Campaign in the Digital Era (Que Biz-Tech), authors Gini Dietrich and Geoff Livingston provide a roadmap to developing strategy, planning tactics, determining and executing the best approach, and finally measuring and refining a unified marketing effort.

Much more than just another tactical marketing field guide, Marketing in the Round aims to provide comprehensive strategy guidance. As noted in the introduction,

“Every contemporary marketing book is dedicated to the topic of social media, whether it be Facebook, return on investment, content, or customer relations. This proliferation of literature acknowledges the changes social media brings to marketing. These books fail to realize the full scope of the marketer’s challenge, not with social media, but in becoming a modern organization that works across media and tactics to achieve its goals.”

That description (as much else in the book) sounds a lot like web presence optimization (WPO), the framework for which has been covered here previously. But whether one speaks about WPO or marketing in the round, the fundamental ideas are the same: online, everything is connected. Marketing, PR and communication efforts within the enterprise need to be connected as well.

Throughout, the authors use the term “marketing round” as useful shorthand to describe the group of professionals from marketing, search engine optimization (SEO), PR, social media, content development, design and online advertising whose efforts need to coordinated in order to optimize online results.

The book, valuable to anyone who’s in (or aspires to be in) a marketing or PR leadership role, is divided into three main sections:

1. Understand the Marketing Round and Develop Your Strategy
2. Four Marketing Round Approaches
3. Measurement, Refinement, and Improvement

The authors share a series of essential insights throughout section one, including:

• • “Rarely is one media moment, positive or negative, strong enough to form a full impression. Before the Web…a person needed to see a message seven times before a purchase decision is made. Today a person needs to see a message upwards to 20 times. Some of those messages can, and should, be delivered by trusted sources, including friends and family, and online friends.”
• Of course, for many b2b purchases, or infrequent and high-value consumer purchases, friends and family may not be much help. That’s where other types of trusted sources, from journalists and analysts to peers, can be crucial online information sources. Regardless, a web presence strategy is vital to achieving those 20 message exposures necessary for a purchase decision.
• • “Imagine your organizational structure as a wheel instead of a typical hierarchy. Think of marketing as the hub. The spokes are made up of public relations, advertising, Web, email, social media, corporate communication, search engine optimization, search engine marketing, content, and direct mail. They circle simultaneously.”
• This reflects the observation, noted elsewhere and in other contexts (such as in service and product innovation), that old-school command-and-control management structures don’t work any longer. Information no longer flows from the top down, but rather in all directions between multiple team members and stakeholders. The job of management is no longer to run things as much as to coordinate efforts and remove roadblocks to collaboration.
• • “Integration is not the same message on every platform, but you’re using all communications disciplines appropriately, with the correct massages for each.” True, though given the importance of search, it’s usually advisable to use common keywords.
• • “Communicate every week on how it’s going and what’s working, what’s not working, what changes you’d like to make. Keep the vision top-of-mind, and make sure it’s being communicated at every meeting, even if it’s in a small way.” This is where having a unified metrics dashboard can help coordinate efforts across marketing, PR, social media, search and online advertising specialists.
• • “(Metrics should also) include brand awareness, Web site traffic, and thought leadership, but be sure that all of those goals are combined with real, hard numbers, such as leads, conversions, sales, and profit—not just soft feel-good measurements, such as impressions, clicks, sentiment, likes, follows, fan, or plusses. In the end, your marketing round’s success will be determined by its ability to successfully impact business, not garnet attention.”
• Well…yes, but don’t ignore those other measures. While its true that maximizing online visibility isn’t the ultimate business goal (which is to earn a profit) in and of itself, that visibility is the vital first step. Without pursuing those “impressions, clicks, sentiment” and other soft measures, it’s unlikely that the “hard” goals of the business will be fully realized.
• • “In order to break down the silos, develop trust, and gain immediate buy-in, the marketing round should work on this task together. It’s not for you to develop in your silo and then impose upon the first meeting. It may take more than a few meetings to get it right, but it will be worth the time and energy spent later. Soon, you’ll be on your way to marketing in the round.”
• This is why a common, unified set of metrics that tracks all inbound online channels (press, social, industry, paid, and organic search) and content types (owned, earned and paid) is vital; it’s what gets everyone on the same page and keeps them moving forward in a coordinated manner.

There’s no question the authors know their stuff. Pages 25-39 of the book provide an outstanding examination of the pros and cons of nearly all possible media tactics, from TV, radio and print though direct mail, outdoor advertising, event sponsorships, and all manner of online channels. This reference is almost worth the cost of the book itself.

The second section of the book is built upon marketing application of the military strategies detailed in the classic text The Book of Five Rings by 17^th-century Japanese samurai Miyamoto Musashi. It outlines the elements, tactics, potential benefits and risks of each of four market approaches: top-down, groundswell, direct and flanking. It also provides guidance on when to use each approach, based on the nature of the market and competition.

Among the most insightful passages in the middle section of the book is this on content marketing:

“As a team, take an hour or two and think about what content you can create that will be valuable to your stakeholders and also will be searchable. To generate topics, consider questions people ask during sales meetings, challenges your products or services have, pricing, and the ‘versus’ questions.

“The questions people ask during sales meetings are…the easiest to answer. Ask everyone to write down five questions they’re asked all the time. Even if they don’t go to sales meetings, everyone talks to customers…

“Creating content around challenges or issues is uncomfortable, but it’s that kind of content that people search for when they’re online. Do you want to confront the challenges head-on? Or would you rather your competitors handle that for you?”

The book’s final section addresses measurement and continual improvement. Chapter 10 in this section includes excellent examples of using calendars to sequence different tactics, for example the different types of PR and social media marketing activities utilized leading up to and then following up on a major trade show or industry event.

Although the book is excellent overall, one could raise a few minor quibbles with it:

The explanation of strength-weakness-opportunity-threat (SWOT) analysis in section one is presented a bit lightly; this is a critical exercise to get right, and getting it right requires a fairly significant research effort. The research can be outsourced, but not skipped.

In “Risks of the Direct Approach” in section two, the authors write of social media:

“The time investments—both manpower and long-term cultivation—are unattractive to businesses that need fast results. To succeed in social media, relationships need to be built within online communities. Often they have to spend months of community investment online to build enough relationship equity to start generating sales. And when the sales do come in, the value is negligible in comparison to the costs of the staff time and associated design costs.”

While technically accurate (perhaps, though with regard to that last sentence, mileage will certainly vary), the paragraph ignores the “asset value” of social media. Creating and sharing content, and building relationships, produces a long-term asset, the value of which compounds over time. Contrast that with an online advertisement, which has value only as long as it is active; as soon as the ad comes down, its value evaporates. Social media marketing is an asset; advertising is an expense.

“Search engine marketing (SEM) isn’t used very often, but it’s extremely effective.” Actually, SEM is used pretty often; in 2012, 64% of b2b companies and 73% of b2c brands used pay-per-click (PPC) advertising to drive leads.

From chapter 11: “You can’t skip to the end and start measuring before you know what you need to measure, and that’s why this topic is so far into this book. You need to build your marketing round, understand where the strengths of your team lie, really break down the silos (which is going to take some time), get your executives onboard, and discover which approaches and tactics you’re going to use before you can implement a measurement program.”

Uh…while specific metrics may be added, dropped or changed over time, it’s essential to begin efforts with a set of baseline measures to provide both a starting point and measure of progress as your strategy and tactics roll out. At a minimum, these should include presence metrics (e.g., number of backlinks to your website, keyword rank); competitive metrics (e.g., number of industry press mentions last month for your company and its top competitors); and performance metrics (e.g., web conversions by originating traffic source).

Still, these are at worst minor flaws. Overall, Marketing in the Round is a vital guide to coordinating not just marketing and PR but social efforts across the enterprise, to optimize business results in today’s Web-centric environment. It ranks among perhaps a handful of this year’s must-read business books.