Profitable Marketing Communications: A Guide to Marketing Return on Investment

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

antony young is president, optimedia us. antony has worked globally on brands including sony, coca-cola, hsbc, nokia, procter & gamble and toyota. he launched zenith in asia, establishing the region's first group agency media specialist. under his leadership, zenith became china's top agency, twice winning media agency of the year and claiming the region's first ever cannes media gold lion. lucy aitken is a freelance journalist and writer. she was previously a commissioning editor of campaign and media & marketing europe.