John R. Kowalski Integrative Marketing Fusion
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Book Progress

I figure it’s time for an update on my marketing book. It seems the writing process ebbs and flows with time availability, energy and the right mindset but I’m cranking right along. Currently at 68 pages (18,000-ish words). I’m really happy with how this is progressing.

Here’s a look at the current outline and working title:

A Practical Guide for Integrative Marketing Fusion

Foundations, strategies & tactics for marketers, growth drivers & change agents

  1. Introduction
  2. Marketing Defined
  3. Integrative Marketing Fusion
  4. Team Empowerment & Creativity Equals Growth
  5. Self-Care Equals Growth
  6. A Brand
    • Molding the Brand
    • A Brand Identified
    • Corporate vs Product Brand
    • Product Traits vs Brand Traits
    • Brand Checklist
    • Brand Brief Defined
    • Brand Attributes & Architecture
    • Brand Perception Survey
    • Brand Outline Example
  7. Building a Personal Brand
    • Evolve, Connect, Inspire – Evolution Guide Workbook
  8. Marketing Strategy
    • SWOT Analysis
    • Market Trends
    • Competitive Landscape
    • Target Audience & Creating Personas
    • Messaging Focus
    • Reviews & Workflow
    • Marketing Strategy Template
  9. Marketing Communications Program Management
    • Setting Goals
    • Tactics Must Support the Brand
    • Programs & Tactics
    • Learnings & Tips
    • Marketing Mix/Tactics Template
    • Public Relations Strategies for Success
    • Strategies for the Future
  10. Metrics
  11. Product Launches
  12. Product Launch Template
  13. Annual Planning
  14. Marketing Functions
  15. Resources & Tools
  16. IMF for Greater Value
    • Gaining Leadership Support
    • Tying it all Together
    • Leadership & IMF
    • PeaceWalker Project
    • WorldBlu
    • Ubuntu
  17. Connected & Aligned
  18. The Future of B2B Marketing
  19. Close
  20. Acknowledgements
  21. Testimonials

Other elements to add in:

  • Experience Notes (Stories)
  • Content bits that need to find a home

Ensure a Focused Approach – Personas

This answers the “Who are you talking to?” question. I break these down:

  • Primary audience – Decision makers and those who receive your messaging directly.
  • Secondary audience – Influencers or users who do not have decision making responsibilities. These are people that may receive your messaging.

Each primary and secondary target audience must be broken down into a persona. What they think, how they use your product or service, what challenges do they face daily or annually? What attitudes, concerns or criteria drives customers to choose your product or service?

This also includes where they get their information? What do they read, listen to or watch? Where do they go or hang out? Do they use any buzzwords or industry speak? What are their professional goals?

Outlining your primary and secondary audiences will provide valuable insight into who you’re marketing to.

The persona development process can help you assess your target audience persona development much easier. This helps you identify the specific group of people that represent your target audience, and guide marketing and business to design experiences that are relevant for specific persona.

Each persona is a type of person represents, or a representation of, your ideal customer. This typically is based on real data from your existing customers.

When creating personas include demographics, behavior patterns, motivations, goals, and values. The more detailed, the better. This can is the foundations for your marketing tactics and programs. Your messaging and imagery should trigger emotions and actions in these personas. That will ensure an on-strategy tactic. Also look at your SWOT analysis and work the strengths and opportunities into your messaging if appropriate.

Essential information for persona development includes:

  • Gender
  • Age range
  • Job title
  • Job function
  • Industry or market
  • Preferred communication channels
  • Customer needs and desires

Persona development can also relate to other areas of business-like product design, branding, marketing, and sales. By understanding persona this way, you will be able to focus on the needs of your persona development which results in them returning to buy products or services from you over time.