- Audible Audio Edition
- Listening Length: 4 hours and 1 minute
- Program Type: Audiobook
- Version: Unabridged
- Publisher: Berrett-Koehler Publishers
- Audible.com Release Date: January 25, 2016
- Whispersync for Voice: Ready
- Language: English
- ASIN: B01AYLJVR2
- Amazon Best Sellers Rank:
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Mastering the New Media Landscape: Embrace the Micromedia Mindset Audiobook – Unabridged
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In straight-forward language, Cave Henricks and Shelton explain how successful marketing has changed in recent years. Today’s marketing landscape includes three categories which matter for your focus: rented, earned and owned media. Like a three-legged stool, promotion needs to encompass each area. For years, earned media was the only game in town like television, radio, or a review in the New York Times. As they explain on page 14, “The challenge with earned media is that it is extremely difficult to get.” Rented media is “a presence and content that you control but that lives on someone else’s platform or stage.” (also page 14). Examples of rented media are Facebook, twitter, LinkedIn, Instagram, etc. They are rented because as a user you do not control the platform and for any reason, they could disappear. Owned media is something you control like your blog or website (assuming it is on your own domain) and your email list. Because you own the media, you can make a direct connection to your target audience.
MASTERING THE NEW MEDIA LANDSCAPE is packed with current examples and specific how-to information. You will want to use your highlighter with this book and consume every detail, then take action to apply it to the successful marketing of your own products, services and brand.
As they explain in the opening chapter, “The key change we want to encourage you to make is to think of reaching an audience via earned or rented media, not just as the end goal but rather as crucial components of driving people to your owned media space, be it your website or email list, where you can extend that interaction for a much longer period of time.” (page 20)
Many authors and even some publishers and “PR experts” have a haphazard plan to embrace the changing media landscape. I highly recommend a careful and thorough reading then application of MASTERING THE NEW MEDIA LANDSCAPE.
More specifically, they share what they have learned about subjects that include:
o The new rules of communication
o How and why those rules can change
o The opportunities in micromedia
o Discoverability and the future of marketing
o What can be learned and applied from traditional media
o The dos and don’ts of launching a speaking career
As I worked my way through Henricks and Shelton’s lively as well as informative narrative, I was again reminded of a dinner conversation I had with a prominent venture capitalist in San Francisco. When I asked how he and his associates decide which of the hundreds of applicants each month to meet with, he replied, “When we review their formal proposals, we have three questions in mind: Who are you? What do you do? and most important of all, Why should I care?”
Whatever you hope to create or increase demand for, you need to keep these three questions — and especially the third — clearly in mind.
In the final chapter, Barbara Cave Henricks and Rusty Shelton recall a film, Field of Dreams, that introduced a potentially dangerous concept: “If you build it, they will come.” It is dangerous to assume that what you have built has inherent appeal. Even if it does, it is even more dangerous to assume that’s all you need to do. Today’s consumers need to know about it. More to the point, they need to care about it. And even more to the point, they need to care about it so much that they come your “baseball park in a corn field,” wherever and whatever it may be. How to make that happen? Read and then re-read this book.