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Creating an Effective Marketing Message: Leading Marketing Executives on Developing Communication Strategies That Articulate the Brand and Resonate with Target Audiences (Inside the Minds)
Multiple Authors
Paperback. Thomson Reuters Westlaw 2012-11-01.
ISBN 9780314286826
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Publisher description
Creating an Effective Marketing Message provides an authoritative, insider's perspective on developing a winning messaging strategy that encapsulates the company's brand and delivers a compelling story. Featuring experienced marketing executives from some of the top companies in the nation, this book presents an in-depth look at keeping pace with market demands, exploring social media channels, and maintaining authenticity, consistency, and clarity in an increasingly complex environment. From conducting market research to constructing personalized content, these experts share their best practices for reaching target audiences and building key relationships that help grow the business. Additionally, these top executives discuss the importance of using data and analytics to measure message impact and how to craft communications that address the key customer question, "What's in it for me?" The different niches represented and the breadth of perspectives presented enable readers to get inside some of the leading marketing minds of today, as these experienced executives offer their thoughts on developing strategic marketing messages that represent the company's brand and successfully capture the audience's attention.
Inside the Minds provides readers with proven business and legal intelligence from leading C-Level executives and lawyers. Each chapter offers thought leadership and expert analysis on an industry, profession, or topic, providing a future-oriented perspective and proven strategies for success. Each author has been selected based on their experience and C-Level standing within the business and legal communities.
Chapters Include:
1. Gregory Marcus Bibas, CMO, 3 Day Blinds - "How to Use Data to Drive the Creation of Your Marketing Message"
2. Mary Anne Keegan, CMO, BillGuard - "New Media and the Importance of Message Strategy"
3. Theresa Damato, VP, Marketing, Trustwave Inc. - "A Message in Motion: Creating a Message Foundation That Moves Across Markets, Audiences, and Delivery Platforms"
4. Duane M. Morrow, CMO, Primerica Life and Canada Marketing, Primerica - "Marketing Financial Products to 'Main Street' Families"
5. Patricia L. Cluff, AVP, Strategic Relational Marketing, University of Virginia Health System - "Crafting a Message That Resonates with Your Audience and Drives Business Results"
6. Seth Nesbitt, CMO, Ecova - "Building a Foundation for Your Offerings: Getting the Message Right"
7. John Leeman, CMO, FreshDirect LLC - "Using Targeted Communications Strategies to Promote Brand Awareness and Build a Loyal Customer Base"
8. Adam Chamberlain, VP, Marketing, Black Diamond Equipment - "Utilizing Brand Messaging to Develop Key Marketing Programs"
9. Krishna Subramanian, CMO, Velti - "Establishing Brand Leadership in the Fast-Evolving Mobile Market"
10. Ruth Estrich, CSO, MedRisk "The MedRisk Model: Successful Strategies to Reach Your Target Audience through Traditional and Unconventional Means
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Creating an Effective Marketing Message: Leading Marketing Executives on Developing Communication Strategies That Articulate the Brand and Resonate with Target Audiences
Book reviews » Creating an Effective Marketing Message: Leading Marketing Executives on Developing Communication Strategies That Articulate the Brand and Resonate with Target Audiences (Inside the Minds)
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