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

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(Hardcover)

Average Customer Rating: Customer Rating for this product is 4.5 out of 5 (3 ratings)

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  • Publisher: Wiley, John & Sons, Incorporated
  • Pub. Date: June 2007
  • ISBN-13: 9780470113455
  • Sales Rank: 4,201
  • 240pp
 
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Synopsis

The Internet has profoundly changed the way people communicate 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 communicate 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 PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the those who make your business work. any’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 messages, get those messages to the right people, and lead those consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

Publishers Weekly

Though the value of 30 seconds of Super Bowl advertising may not yet be affected, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well thought-out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the Web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new millennial marketing should find use in the hands of any serious PR professional making the transition. (July)

Copyright 2007 Reed Business Information

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Biography

David Meerman Scott is an award-winning online thought leadership strategist. The marketing programs he has developed are responsible for selling over one billion dollars in products and services worldwide. He has presented at industry conferences and events in more than twenty countries on four continents.

Customer Reviews

Number of Reviews: 3
Average Rating: Customer Rating for this product is 4.5 out of 5
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Customer Rating for this product is 4 out of 5 A quick read about how the Internet has changed marketing and PR practices
Rolf Dobelli (rolfdobelli@getabstract.com) , Founder and Chairman of getAbstract, 01/21/2008

David Meerman Scott asserts that the Internet has transformed marketing and public relations forever, and he’s undoubtedly got a point however, his argument is extremely light on facts and figures (the text contains hardly any numbers at all), and heavy on case studies. Based on Scott’s blog, the book is anecdotal, chatty, easy to read and occasionally repetitive. Scott is an evangelist for using the Web in new ways, and his ideas are useful and practical. We recommend this book to experienced marketers who are unfamiliar with or skeptical of new media and techniques younger readers may find it superficial or obvious.

Customer Rating for this product is 5 out of 5 web demands new approaches to marketing
Patricia E. Moody CMC, management consultant and writer., 10/02/2007

This is a great book - I wish I had written it myself. It's the first book I have seen to really seize on the totally new game of web-based marketing in all its forms - blogs, podcasts, even viral marketing! Even if readers don't plan to use all these approaches, if they inhabit, or their customers inhabit the web, they need to understand it. The book has a fabulous action plan, and even if companies chose to time-phase their new marketing approach by hitting only one or two items to start, the sequence of rapid-fire new marketing solutions is easy to hook into as this approach takes over.

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