Episode 7: Integrate or Die featuring Gini Dietrich of Arment Dietrich

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Welcome to the seventh episode of the Marketing Nation Podcast, presented by Marketo and hosted by Marketo’s Digital Marketing Evangelist, DJ Waldow.

Gini Dietrich, CEO of Arment Dietrich, co-author of Marketing in the Round, and author of the forthcoming Spin Sucks, joins The Marketing Nation Podcast this week to chat about the integration of different media types, the most successful marketing tactics for her clients, and how technology is changing the industry.

Gini is a communicator by trade, so she is focusing a lot of her strategic mind on the integration of paid, earned, shared, and owned media (aka “PESO”) and how it relates to the success of her clients and her own brand. The intersection of social media, content marketing, media relations, traditional advertising, and inbound marketing can make for a strong strategic plan, but she has seen many companies shy away from embracing it all.

According to a recent study that surveyed over 1,800 CMOs, integrated marketing communications and a holistic approach to targeted consumers are the most important things. However, it has been extremely difficult for marketing and media professionals to integrate their traditional tactics given their reluctance to embrace new digital strategies. Instead, they are hiring people who have a big social media and blog following to come in and show them how it’s done. And they are having trouble integrating these people with the rest of the team.

This begs the question: How do we integrate all media types, execute well, and measure results?

Gini explores some common reasons that are holding companies back.

Both Gini and DJ agree that now is the best time to be a marketer, and it only gets better each year. Technology has paved the way for so many new opportunities and creative ways to reach audiences. It’s time for professionals to learn a wider range of skills so that they can continue to be valuable to companies even when automation eliminates certain positions.

Gini gives a shout out to her new book, Spin Sucks, which is now available for pre-order. And in a word-association like never before, Gini tells us the truth about social media and flips it on DJ’s head!


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Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communication firm. She also is the founder of the professional development site for PR and marketing pros, Spin Sucks Pro, and co-author of Marketing In the Round

Gini is the author of the PR and marketing blogSpin Sucks, which is a 2012 Cision Top 100 Blog, the 2010 and 2011 Readers Choice Blog of the Year, a Top 42 Content Marketing Blog from Junta42, a top 10 social media blog from Social Media Examiner, and an AdAge Power 150 blog. And she is co-host of Inside PR, a weekly podcast about communications, social media, and where they all meet and intersect.