‘Marketing’ as the author describes in the book is a relationship between an organisation and its marketplace, customers and potential customers. More often than not, marketers or communication professionals need to make decisions that can either strengthen the relationship with the consumer or lose that consumer forever – there is no in-between. Hence, It’s important that we are abreast with the changing needs of the consumers. ‘The Ultimate Marketing & PR Book’ is as the name suggests, is a one stop destination and a handy reference to all that one would need to learn or know at the helm of communicating with the consumer.
What does the book cover?
The book is smartly divided in four Masterclasses; Marketing, Digital, Social Media and Public Relations, encompassing the whole gamut of customer experience and engagement. Each Masterclass is covered in seven chapters. Each chapter has captured well-researched data and insights on each aspect of the module with definitions, concepts, researches well-crafted easy to understand summary, tips to remember, quizzes and case studies. On the whole, the book shares comprehensive techniques to create successful and winning campaigns to improve business performances.
Three takeways
- Don’t make up stuff on social media, be authentic and gain genuine followers on the basis of your content. Covid 19 pandemic has taught us that relatable and engaging content is what consumers need. Interact with your consumers on all platforms (Youtube, LinkedIn, Facebook, Twitter) but not all platforms are alike, each has their unique positioning and target audience, you need to customise content basis the platform and the audience
- Go Mobile – Mobile technology is booming. Books, photographs, GPS, news is going mobile. Align your business to cater to the mobile users. Considering that consumers are spoilt for choice, mobile integration is the key for businesses to reach their audience before they lose out on the market share
- Employee communication is as important as communicating your message to the consumers. Your employees are essential part of your business, hence integration between the two is vital
What’s in it for me?
A relatable book to understand marketing communication in this highly competitive environment. I have come across a lot of books in marketing, communications, social media, digital communications which help us understand the basics. Most often we need to refer to multiple or different authors for all the above genre. This comprehensive book helped me to understand the nuances of marketing with integration of digital and Public Relations in one go.
My recommendation
The book is like a textbook compiled together for budding professionals. Clearly articulated with instances and quizzes at the end of each chapter to help one check on the understanding of the subject. The guide is very practical and can be applied while planning a campaign. An interesting read for all marketing professionals in their career journey.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Sarika has previously had stints with with Weber Shandwick as Vice President - Client Experience, Adfactors PR, Text100 (now Archetype) and Perfect Relations. With keen observation and analytical skills, Sarika has successfully led PR campaigns for key brands across multiple sectors by leveraging her strength and expertise in the communications arena.
She is a post graduate in communications from Xavier Institute of Communications. She is based in Mumbai and in her free time loves to spend time with her daughters, play with her dogs, read and travel.
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