The Internet has profoundly changed the way people comunicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). . In the old days, companies could only comunicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely The New Rules of Marketing and PRYou can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign. Finaly, you can speak directly to customers and buyers, establishing a personal link with the those who make your business work. shows you how to leverage the potential that Webbased communication offers your business. . Rather than bombard them with advertising they’ll likely ignore, you can focus on getting the right mesage to the right people at the right time
When people visit your company’s Web site, they aren’t there to hear your slogan or see your logo again. They want information, interaction, and choice—and you’d be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling mesages, get those messages to the right people, and lead those consumers into the buying proces. Including a wealth of compeling case studeis and real-world examples, this is a practical guide to the new reality of PR and marketing.
EAN: 9780470113455
Related Items
Should I buy the The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly?
A to Z assistance for any business
More than anything, The New Rules of Marketing & PR ties things together. The book provides an easy to understand yet comprehensive view of the new online marketplace--a landscape that can appear quite bewildering, even to marketing specialists. With so many options at our fingertips (literally), where do we start? Blogs? Podcasts? Public relations? SEO? Paid search? Viral marketing? The list goes on. To make matters worse, technology is changing and new tools are developing almost every day.
In the early chapters, David takes a high altitude look at online marketing options, showing us how they developed, why they're important, how they work, and why they work. In later "Action Plan" chapters, he jumps into the trenches and shows us how to actually use the tools and implement programs. Throughout, he uses detailed case studies to illustrate not only the programs but the amazing results they can achieve.
But it isn't just the latest and greatest technologies that are crucially important. Public relations, for example, has been around since Gutenberg but for the first time is practical for a small company. Traditional PR was cost-prohibitive and dependent on unreachable key media contacts. But in the new world--
"...your primary audience is no longer just a handful of journalists. Your audience is millions of people with Internet connections and access to search engines and RSS readers." (Chapter 5)
Today, public relations may be the single most underutilized tool in the marketing arsenal.
Another "old" technology David brings us up to speed on is the corporate Web site. In fact, the three most important points I got out of The New Rules of Marketing & PR have enormous implications on traditional Web development.
Those key points are--
1. The most important New Rule is CONTENT. Design is important. Technology is important. But without extraordinary content, you're doomed.
2. Interruption marketing (think spam and pop-up ads) has given way to consumer-driven marketing. Yippee! "The Web is different. Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment that a buyer needs it." (Chapter 1)
3. The starting point for any New Rule program is to create customer personas. If you're going to have extraordinary content that motivates buyers to take action, you'd better know your customers inside-out.
David explains how these three principles should influence not only your corporate Web site, but every other online program you undertake.
Thankfully, David is understandable as well as instructive. One reason I've enjoyed his blog for over a year is his conversational, entertaining writing style. He makes learning easy (which is harder to do than you might think). Anyway, his book is just like his blog--illuminating and fun.
The New Rules of Marketing & PR presents the most complete picture of any book I've read. For the marketing specialist, it will fill in the gaps. For the generalist, it will open up a whole new world.
What a Wake-Up Call!
By embracing the strategies in this book , you will totally transform your business. David Meerman Scott shows you a multitude of ways to propel your company to a thought leadership position in your market and drive sales - all without a huge budget.
From my perspective, the best thing about this book is that everyone can gain value from it. There are so many places you can start applying these new rules of marketing and PR. For example, I'm an experienced blogger, considered an expert in my field and already have a strong online presence. Yet I'm immediately going to start applying the lessons in Chapter 14: How to Use News Releases to Reach Buyers Directly.
Here's what else I like about this book:
1. The author includes numerous examples from a variety of businesses in different industries & sizes that have all used these strategies for success.
2. The book shows you multiple venues to reach your buyers directly. This circumvents the high costs of mainstream media enabling firms who are running bootstrap operations to compete with the big boys.
3. The "how to" guidelines on leveraging news releases in a web-based world are excellent. You'll learn how to create news on a regular basis, capitalize on various distribution services, focus on key words/phrases in your writing that are used by your buyers, and incorporate social media tags.
4. The insights on optimizing a website's online media room for search engines is another easy-to-implement technique with high payback.
In summary, I guarantee you that your investment in this book will be paid back many times.
~ Jill Konrath, author of Selling to Big Companies
The New Rules brings together online marketing & PR in an accessible form
For those who read David's Web Ink Now blog [...], the themes of this book will be familiar. David released an eBook, the New Rules of PR, last year, focusing on direct-to-consumer press releases. That eBook, plus all of his experiences in viral marketing have led to this new book.
The book expands beyond PR to include online marketing, viral marketing and leveraging content. As David points out, in this new environment, these areas are all converging. A news release, posted to your website, simply becomes marketing content to the reader. As with his previous book, Cashing in With Content, Scott uses compelling real-world examples to demonstrate the benefits of these methods.
Roughly half the book is focused on putting these concepts to practice in your own environment. These ten chapters provide specific guidance for understanding buyer personas, using content to position your company as a thought leader and writing content that will resonate with your buyers. There are also hands-on chapters on blogging, podcasting and leveraging social networking sites.
The New Rules of Marketing and PR covers a lot of ground in less than 300 pages. For traditional marketers and executives, the book is an accessible guide to the emerging models. For those knee-deep in online marketing already, the New Rules serves as a useful checklist of tips and tools to ensure that your marketing, PR and content are working together to help you achieve your goals.
[...]
An excellent "must read" for all corporate communications staff...
Perfect timing and a perfect book... The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly by David Meerman Scott. I'm due to give a presentation on "social media" to an influential group in the company where I work. This book is going to be the "you really need to read this" recommendation I'll end up giving.
Contents:
Part 1 - How the Web Has Changed the Rules of Marketing and PR: The Old Rules of Marketing and PR Are Ineffective in an Online World; The New Rules of Marketing and PR; Reaching Your Buyers Directly
Part 2 - Web-Based Communications to Reach Buyers Directly: Blogs - Tapping Millions of Evangelists to Tell Your Story; The New Rules of News Releases; Audio Content Delivery through Podcasting; Forums, Wikis, and Your Targeted Audience; Going Viral - The Web Helps Audiences Catch the Fever; The Content-Rich Web Site
Part 3 - Action Plan for Harnessing the Power of the New Rules: You Are What You Publish - Building Your Marketing and PR Plan; Online Thought Leadership to Brand Your Organization as a Trusted Resource; How to Write for Your Buyers; How Web Content Influences the Buying Process; How to Use News Releases to Reach Buyers Directly; The Online Media Room - Your Front Door for Much More Than the Media; The New Rules for Reaching the Media; Blogging to Reach Your Buyers; Podcasting and Video Made, Well, as Easy as Possible; Social Networking Sites and Marketing; Search Engine Marketing; Make It Happen
Acknowledgments; Index; About the Author
When you're a blogger of many years, tuned into the whole "Web 2.0" thing, it's easy to forget that the vast majority of people aren't living in that same world. Even worse, you may work at a company that just doesn't "get it". Scott does an excellent job in bringing both the casual reader and the business person up to speed on the whole social media phenomenon. Of even more value to the business person, he shows how the old rules just don't cut it any more. Following the traditional PR rules of the last 20 years will waste your money and cause you to be ignored on a major scale. But tapping into blogs, podcasting, vcasting, and other avenues can put you in direct contact with the buyers of your product, as well as the people who will talk about you and influence opinions. And best of all, you can do it yourself for virtually no cost!
I found myself reading this book with my upcoming presentation in mind, and the book ended up splitting into two divisions. The first, and most pertinent to me, is all the great information about blogs, forums, wikis, etc. Both the whys and the hows are covered in enough detail to get even the most cynical person interested. The second division seemed to be more along the lines of how to write for the web audience. While I might not be covering that as much in my session, it's critical that communication and PR people understand that the web is not just an extension of print, and that it takes a different mindset to be successful with your online presence. Couple both of these divisions with a large number of reference web sites to back up the points, and you have just about everything you need to shift your view of how the world of communication now works.
I have no doubt that this will end up on the reading list of a few fellow employees by the time I'm done...
Required Reading for Marketing & PR Professionals
I read and reviewed David Meerman Scott's earlier book, Cashing in with Content, last year and gave it a big "thumbs-up." I recently finished reading a galley copy of his new book, The New Rules of Marketing & PR, and my assessment is pretty simple: If you're a marketing or PR person, you need to read this book, period.
Chapter 15, "The Online Media Room: Your Front Door for Much More than the Media", is worth the price of the book all by itself. Here's a great point from that chapter:
"All kinds of people visit your online media room, not just journalists."
I'm a great example of this. When I'm researching a company I'm unfamiliar with I often find myself digging around on their media pages to see what sort of information they're feeding real journalists. I've found these sections to be a real treasure chest of insight, at least on some sites, and nothing but press release mumbo-jumbo on others.
This is just one example of the many, many great insights you'll find in this book. Highly recommended.
