Synopses & Reviews
Totally updated with a new introduction and fresh insights on social media
The Internet and social media have transformed the way companies communicate with consumers. The New Rules of Marketing and PR shows you how to leverage the potential of Web-based communication to build a personal link with your market. Forget old advertising tactics that don't work online. Adopt the new rules and start a profitable relationship with your buyers and those who influence them.
Praise for The New Rules of Marketing and PR
"This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition."
Publishers Weekly (starred review)
"[Scott] goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules that shows you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life histories and an engaging style."
Jay Conrad Levinson, "The Father of Guerrilla Marketing" and author of the Guerrilla Marketing series of books
"The New Rules of Marketing and PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization."
Mark Levy, coauthor of How to Persuade People Who Don't Want to Be Persuaded and founder of Levy Innovation, a marketing strategy company
"'Revolution' may be an overused word in describing what the Internet has wrought, but revolution is exactly what Scott embraces and propels forward in this book. With this rule book to the online revolution, you can learn how to win minds and markets, playing by the rules of new media."
Don Dunnington, President of the International Association of Online Communicators (IAOC), Director of Business Communications at K-Tron International, and graduate instructor in online communication at Rowan University
"... The New Rules of Marketing and PR" ist ein einzigartiger Praxisleitfaden in englischer Sprache, der anschaulich demonstriert, wie Sie als Unternehmer das enorme Potenzial der Internetkommunikation (Pressemitteilungen, Blogs, Podcasts, Virales Marketing, etc.) erfolgreich fur Marketing- und PR-Zwecke nutzen konnen. Er zeigt PR- und Marketingexperten, wie mit der richtigen Botschaft zur richtigen Zeit die richtige Zielgruppe angesprochen wird und enthalt einen Aktionsplan, der Schritt fur Schritt erklart, wie das Potenzial des Internets effektiv udn effizient zu nutzen ist." (Der Platow Brief, Nr. 75/2007)
"The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR
, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules which show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life case histories and an engaging style."
—Jay Conrad Levinson, The Father of Guerrilla Marketing and Author, Guerrilla Marketingseries of books
"The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization."
—Mark Levy, Co-author of How to Persuade People Who Don’t Want to be Persuaded and founder of Levy Innovation: A Marketing Strategy Firm
"The history of marketing communications - about 60 years or so - has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because the overwhelming power and influence of the web and other electronic communications, is about engaging in conversation with prospects and leading / persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong arm force."
—Roy Young, Chief Revenue Officer, MarketingProfs.com and co-author Marketing Champions: Practical Strategies for Improving Marketing’s Power, Influence and Business Impact
The Internet has profoundly changed theway people communicate and interact witheach other. It has also changed the way businesses communicate with current and potential customers. In the old days, marketers 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 large and small companies, nonprofits, entrepreneurs, political organizations, consultants, even rock bands and churches. Finally, you can speak directly to customers and buyers, establishing a personal link with those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget advertising campaign. Rather than bombard them with advertising they'll likely ignore, you can focus on getting the right message 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 messages, get those messages to the right people, and lead 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.
Smart marketers who want to communicate with buyers directly, raise online visibility, and increase sales will discover everything they need to put the new rules to work. This book will show you how to stay ahead of the curve—and your competitors—by using the Internet to its full PR, marketing, and customer-communications potential. If you want your business to succeed, forget tradition and adopt The New Rules of Marketing and PR.
For marketers, 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 people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.
About the Author
David Meerman Scott is an award-winning marketing strategist, best-selling author, conference speaker, and seminar leader.
Table of Contents
Foreword Robert Scoble.
Welcome to the New Rules.
I How the Web Has Changed the Rules of Marketing and PR.
1 The Old Rules of Marketing and PR Are Ineffective in an Online World.
2 The New Rules of Marketing and PR.
3 Reaching Your Buyers Directly.
II Web-Based Communications to Reach Buyers Directly.
4 Blogs: Tapping Millions of Evangelists to Tell Your Story.
5 The New Rules of News Releases.
6 Audio Content Delivery through Podcasting.
7 Forums, Wikis, and Your Targeted Audience.
8 Going Viral: The Web Helps Audiences Catch the Fever.
9 The Content-Rich Web Site.
III Action Plan for Harnessing the Power of the New Rules.
10 You Are What You Publish: Building Your Marketing and PR Plan.
11 Online Thought Leadership to Brand Your Organization as a Trusted Resource.
12 How to Write for Your Buyers.
13 How Web Content Influences the Buying Process.
14 How to Use News Releases to Reach Buyers Directly.
15 The Online Media Room: Your Front Door for Much More Than the Media.
16 The New Rules for Reaching the Media.
17 Blogging to Reach Your Buyers.
18 Podcasting and Video Made, Well, as Easy as Possible.
19 Social Networking Sites and Marketing.
20 Search Engine Marketing.
21 Make It Happen.
About the Author.
Preview: World Wide Rave.