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Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now Paperback – December 27, 2011
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From the Author: Learning to Think in Real-Time
Could you recognize a marketing or PR opportunity, or threat, in its early stages? Would you know how to respond in real-time to capitalize on the former or stave off the latter? How would you react right now if...
• Your company is cited as the best place to work by your local newspaper?
• A customer raves about your customer service on an influential trade magazine website?
• A well-known industry analyst says on his blog that your company is too difficult to do business with?
• A competitor announces they are lowering prices by 25%?
• Your CEO is fired?
• In forums and chat rooms, people said your product poses a health risk?
• A huge company announces its intent to acquire your competitor?
If you understand how to react quickly to events as they unfold, you will gain superior competitive advantage. Real-Time Marketing & PR will show you how.
From the Inside Flap
"Real time" means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. It's when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it.
Caught up in old, time-consuming processes, too many companies leave themselves fatally exposed by flying blind through this new media environment. You don't have to be among them. Discover Real-Time Marketing and PR and get a clear path to navigate and succeed in the changed business landscape.
In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller, David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to:
- Develop a business culture that encourages speed over sloth
- Read buying signals as people interact with your online information
- Crowdsource product development, naming, and even marketing materials such as online videos
- Engage reporters to shape stories as they are being written
- Command premium prices by delivering products at speed
- Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers
Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!--This text refers to an out of print or unavailable edition of this title.
Read excerpts (PDF) from five top social media and marketing books to kick start your marketing and PR strategy: The New Rules of Marketing & PR, Content Rules, Inbound Marketing, UnMarketing, and The End of Business as Usual.
Top Customer Reviews
1. What is your business?
2. Who is your customer?
3. What does your customer consider value?
In "Real-Time Marketing & PR," bestselling author David Meerman Scott urges businesspeople to consider a fourth question:
"How can you deliver value faster?"
With changes brought on by the internet and other forms of technology, the concept of delivering value faster has become, for many, a governing competitive advantage.
In this new effort, Scott (who, in full disclosure, is a client and friend) tells the stories of people and organizations that have acted on real-time opportunities, or have built cultures based on delivering value at breakneck speed.
Scott writes, for instance, about how TMZ and Politico regularly scoop larger news sources, because TMZ and Politico operate on a model that focuses almost exclusively on "breaking news and instant analysis." He tells us, too, about how ClickSquared gets better open-rates and more upsells when the emails they send are triggered by what's happening to recipients in the moment. Also, in an in depth analysis of the "United Breaks Guitars" story, he discusses how Taylor Guitars and Calton Cases grabbed attention for their brands by taking prompt action on a piece of the whole.
If you've read other books by Scott, you know he provides readers with plenty of tactics. This book is no different.Read more ›
Getting there first. Creating a position. Responding before it's too late. Being proactive instead of reactive. Making your presence known. Getting noticed.
David Meerman Scott has a habit of being ahead of the market; being both an observer and a pioneer. He was one of the first to offer downloads of his upcoming books from his blog, while writing his book--and, then--creating a best-selling business describing the whole process. His provided a road map to New Rules of Marketing & PR that is as valid today as it ever was.
Then, having established a paradigm for using "free" to build demand for "paid," he reversed direction and co-authored a best seller, Marketing Lessons from the Grateful Dead, and kept it a secret until 2 days before publication, then, let his carefully-nurtured fans promote his book for him (providing the impetus for A-list media to join the bandwagon).
Now, we have the (perhaps inadvertent) availability of the Kindle version of David's latest book available almost a month before the print version! How appropriate.
As a frequent interviewer of David Meerman Scott, I was fortunate to see Real-Time in its early stages. I liked it then, and I like it even more, now that David's populated the ideas and advice with dozens of examples of real-time marketing at work (or, in some cases, real-time opportunities wastefully squandered).
David's strength is showing entrepreneurs, marketing professionals, and self-employed professionals what's going on in the real world, and how to put the trends to work.Read more ›
His main point is that we live in an "Always On" world. We encounter opportunities all day long as we meet people and interact via social media and as a result we need to be fleet-footed and flexible enough to seize those chances whenever they appear. Waiting to run ideas past the board is going to cost you dear in the "Always On" world.
As someone with a background in 24 hour news, this makes perfect sense. If a story drops on the newswires you need to check it, verify it and broadcast it as soon as possible, because if you don't, another channel will.
News did not always move this fast. There was a time when a journalist would be given one story to write first thing in the morning, and they'd have all day to write it. No more.
In his book "Real-time marketing and PR" David Meerman Scott exhorts us to both live and respond in the here and now. There's no point sitting around scratching your head about an opportunity that comes your way. You need to respond instantaneously and have the clearance and the confidence of your boss/clients to do that.
This means listening to conversations online to find out what is current and acting on it - engaging the media about what they are going to write, not what they have already written - and using your social media relationships to make the most of all opportunities.
In a world which is always on, can you afford not to be too?
1. The New Competitive Advantage is Speed & Agility
Leverage and Respond to Real-Time News Events. Companies and individuals who leverage current news events to instantaneously communicate with customers (as these events unfold) hold a distinct competitive advantage over larger, bigger budget rivals. These larger rivals value size and scale (not speed). And, that distinction provides significant opportunity for competitive differentiation.
Real-Time Responsiveness Differentiates Important Service Capabilities. Applications of real-time competitive differentiation include:
* Using direct and swift communications in customer service
* Preparing for and moving quickly in crisis communications (aka disaster recovery situations)
* Developing and testing new products / service offerings
* Creating an organizational culture valuing speed and open communications
The Link to Important Business Objectives. All of the aforementioned capabilities achieve one or several of the following business objectives:
* Driving sales revenues
* Saving money (i.e., lower customer acquistion costs)
* Acquiring new customers (e.g., enabiling additional lead generation)
* Strengthening existing customer relationships
2. Real-Time Mindset = Valuing Speed + Moving Quickly at the Right Time
Blinking Means Losing the Advantage. Gaining (or losing) the competitive advantage depends on WHEN you react/respond to breaking news events.Read more ›
Most Recent Customer Reviews
By the time I read this, it was already a couple of years old, and as we all know anything digital/tech related tends to have a very short half-life. Read morePublished on December 22, 2013 by JEL
Great book for understanding the trends of today in getting people to follow you online. Very helpful insights and connections.Published on March 11, 2013 by Jim
Even though social media was something that I needed to know and do, I was left flustered because I did not know how or have the successful mind set behind it. Read morePublished on September 6, 2011 by Fadi
"Real-time" marketing calls for promotion and public relations activities that move as fast as contemporary business. Read morePublished on August 16, 2011 by Rolf Dobelli
The main topics I found valuable & interesting (summarized below) were:
Tracking Those You Know: The first priority is to listen to bloggers, analysts, journalists, and... Read more
The author convinced me to buy what is a puff piece.
Don't waste your time buying this. Instead write your own!
The book was great and I know I'll return to it time and time again. The author has a lot of case studies and good data--something a book that claims to be a thought leader needs... Read morePublished on March 5, 2011 by cksyme
"Real-Time...Now" is a guide to the evolution / revolution that is 24 / 7 to the instant engagement with our/your marketplace, connect with our/your buyer/clients and on-going... Read morePublished on February 9, 2011 by Michael GreenGold
I found this book very easy to read and digest. It is full of recent case studies which illustrate the power of real-time marketing and how the best time to influence a news story... Read morePublished on January 30, 2011 by Finding Heroes