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desertcart.com: The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly (Audible Audio Edition): David Meerman Scott, David Meerman Scott, Sean Pratt, Ascent Audio: Books Review: 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. Review: How You, the Little Guy, Can Use the New Media to Sell Your Products - In this excellent guide, Mr. Scott points out that, under the old rules, you had only two options for getting the word out about your organization and its products: you could spend a lot of money buying advertising in the traditional media; or you could issue press releases to targeted media reporters, in hopes that they would find them "newsworthy" enough for a story in their print or broadcast medium. Advertising was, and still is, is costly and imperfect way to reach potential customers, especially TV, which is generally the most expensive of the traditional media, but arguably the most effective. However, all traditional advertising suffers from certain drawbacks: it is largely non-selective, being beamed out to anyone watching at the time it airs; it is one-directional, thus lacking in feedback; and it is based on interrupting the customer's entertainment, which makes it inherently irritating. Traditional PR is also one-directional and highly uncertain, since it relies on persuading some reporter that the subject of your press release is worthy of a story. The new media, on the other hand, especially those forms based on the Web, are inexpensive, two-way and highly targetable. Far from interrupting the customer's entertainment, the best of the new media - such as search engines, podcasts, blogs, web sites and social networking - are actually sought out by people looking for something specific. Often, they have a problem; and your product may provide the solution. When done well, these media can also be highly entertaining, which can cause your campaign to take off, or "go viral". You can also interact with potential and established customers, which not only increases the chances of sales, it also provides you with valuable consumer feedback about your product. Scott recommends that you start by defining your set of potential customers: define their characteristics and name these profiles. Then you can design your blog, web site, etc., to address the needs of each of these named groups. He suggests ways to do this, and describes what is needed to use each of these tools to best advantage. Highly recommended reading for anyone wanting to sell products or services inexpensively and creatively in the 21st Century!
B**D
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.
C**Y
How You, the Little Guy, Can Use the New Media to Sell Your Products
In this excellent guide, Mr. Scott points out that, under the old rules, you had only two options for getting the word out about your organization and its products: you could spend a lot of money buying advertising in the traditional media; or you could issue press releases to targeted media reporters, in hopes that they would find them "newsworthy" enough for a story in their print or broadcast medium. Advertising was, and still is, is costly and imperfect way to reach potential customers, especially TV, which is generally the most expensive of the traditional media, but arguably the most effective. However, all traditional advertising suffers from certain drawbacks: it is largely non-selective, being beamed out to anyone watching at the time it airs; it is one-directional, thus lacking in feedback; and it is based on interrupting the customer's entertainment, which makes it inherently irritating. Traditional PR is also one-directional and highly uncertain, since it relies on persuading some reporter that the subject of your press release is worthy of a story. The new media, on the other hand, especially those forms based on the Web, are inexpensive, two-way and highly targetable. Far from interrupting the customer's entertainment, the best of the new media - such as search engines, podcasts, blogs, web sites and social networking - are actually sought out by people looking for something specific. Often, they have a problem; and your product may provide the solution. When done well, these media can also be highly entertaining, which can cause your campaign to take off, or "go viral". You can also interact with potential and established customers, which not only increases the chances of sales, it also provides you with valuable consumer feedback about your product. Scott recommends that you start by defining your set of potential customers: define their characteristics and name these profiles. Then you can design your blog, web site, etc., to address the needs of each of these named groups. He suggests ways to do this, and describes what is needed to use each of these tools to best advantage. Highly recommended reading for anyone wanting to sell products or services inexpensively and creatively in the 21st Century!
C**A
Meerman Scott indicates how to set a good targeted content strategy. The use of social media is giving the organisations different channels to communicate with customers, but as David says "Content is valuable if someone reads it" and "you are what you publish". Some companies just bombard their customers with useless content, but following the approach described in the book and creating personas will really help any organisation to boost revenue, loyalty and the best of all you will be at the first places in any web search engine.
M**K
"The New Rules of Marketing and PR" is an excellent and very illustrative book that explains how to use social media for Marketing, Business and Public Relations. Totally recommended!
A**R
The book provide a lot of real cases (more than hundred) . not the usual theoretical blah blah only what really matters to update the new rules of communication using new technologies and platforms. useful reading
M**G
Being a novice in marketing itself, it was superb learning for me. The book covers all aspects of online marketing therefore I believe it would suit experienced marketers also. Each method/concept is also supported with proven examples from business, with implementation details and not just theory. The methods work. It feels that the author is talking to you. David is very direct and also respectful whenever he cites any negatives. I admire him, he is amazing.
M**R
Depuis la sortie de la première édition en 2007, 'The New Rules of Marketing & PR' ont fait le tour du monde et l’objet de nombreux articles tant dans la presse spécialisée que dans la blogosphère. Ce livre n’en reste pas moins d’actualité et constitue LA référence pour tout marketer ou PR manager. Au travers de nombreux exemples concrets, cet ouvrage vous permettra d’appréhender les nouvelles règles du marketing digital 'customer-centric' et de vous familiariser avec les différents outils (blog, news releases, newsjacking...) permettant de les mettre en œuvre.
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