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The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly 1st Edition
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From Publishers Weekly
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
"a valuable source of inspiration" (Brand Strategy, November 2007)
"This book is useful if you would like to learn more about new formats such as RSS, vodcasts and viral marketing." (Gulf Business, Vol. 12/ Issue 7)
- Item Weight : 15.5 ounces
- Hardcover : 304 pages
- ISBN-13 : 978-0470113455
- ISBN-10 : 0470113456
- Dimensions : 5.79 x 1.2 x 8.84 inches
- Publisher : Wiley; 1st edition (June 4, 2007)
- Language: : English
- Best Sellers Rank: #1,791,548 in Books (See Top 100 in Books)
- Customer Reviews:
Top reviews from the United States
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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!
Back in the old days, we hired agencies to create ads and PR firms to generate buzz. We used interrupt marketing. We communicated a simple message broadly. And measured results in the single digits; a campaign that generated 1% response was considered a success.
We've felt it for a long time: the old rules of marketing don't work.
David Meerman Scott introduces the new world of product marketing using new tools to direct-cast to those who are most interested: our buyers. Nowadays anyone with a Mac and a mic can create a podcast; anyone with a video camera can post on YouTube. And sending a news release to Google is now much more important than sending a news release to a journalist.
In the new world of marketing, having something to say matters more than ever. This book explains the reasons why the new media works and how to use the new rules. As always, marketers need to understand the product and its value to buyers, and also be able to articulate the value in buyer language. We just can't continue to offer vague product platitudes and expect to get anyone's attention. "Everyone everywhere" is no longer a valid market segment (and it never was)!
But perhaps the most important use for the book is to convince your management that blogging is better than advertising, that posting news to your web site is better than posting to prnewswire, and that participating in a small but interested community is better than blasting your message to everyone everywhere, hoping that someone will hear you.
The really interesting part of this book is that it reminds us that the old techniques really didn't work very well either. While the others spout jargon at you and vie to shout over each other, the new rules of marketing are a quiet conversation, using language both parties understand.
Top reviews from other countries
`How the Web has changed the rules of Marketing & PR'
`Web-Based Communications to Reach Buyers Directly'
`Action Plan for Harnessing the Power of the New Rules'
There are easily understandable descriptions of the different media covered (thankfully just the main ones) and guidelines on how to use them (this is by far the longest section). I wasn't disappointed by this book and was pleased to learn some new techniques to include in my own marketing campaigns.
While the author is keen to point out that online methods shouldn't replace the existing offline marketing & PR efforts, there is a definite bias towards the new; and a veiled warning that traditional media needs to look to its laurels and keep up.
What makes this book so valuable is that the comprehensive content can be applied to such a wide variety of organisations - from corporation to solo consultancy, non-profit, church, school - the list is all-encompassing.
There are plenty of case studies to demonstrate the major points, including some of the author's personal experiences.
I have been using many of the techniques covered to promote my business for some time, and was pleased to find that this book still provided new ideas for me to try, as well as explaining others which had been a bit unclear beforehand!
The total novice might find the comprehensive contents overwhelming, but should still be able to follow the step-by-step action plan to extend their online presence. By keeping each chapter short, the author ensures there is time to absorb one concept before moving on to the next.
Because of the incredibly fast-moving nature of the internet, elements of this publication may well be out of date even before the year is out (indeed Facebook is making major changes as I write!). However, the overall concepts surrounding the use of social media in marketing will remain true for a little longer.
Any business making the transition to online marketing will find useful guidelines here.
The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
Although I would personally have preferred less background discussion on the topics in the book, undoubtably other people will find that this makes the book flow better and gives it more readability and interest than a straightforward textbook or reference book.
Definately a 'must read' for anyone interested in updating their marketing and PR efforts!