David Meerman Scott's 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 attempts to help PR and marketing professionals learn to take advantage of the web to reach buyers, drive buzz, receive new product feedback and boost sales. That is, to help professionals "[use] the web to drive people to an offline initiative," (Meerman Scott). To do so, Meerman Scott must first prove that traditional advertising and marketing isn't always the most effective or efficient - and in doing so, he proves that the web is more effective in reaching consumers due to the emergence of digital and social media. He demonstrates the success of his theory directly, through the marketing efforts of this book via the web. Many were able to follow the construction of the book by section, as he published them online. Through online connections, Meerman Scott was able to reach his intended audience of marketing and public relations professionals in an online world they connect with on a daily basis.
Meerman Scott argues the benefits of using the web as a resource to reach buyers. He writes, "The web has opened a tremendous opportunity to reach niche uyers directly with targeted information that costs a fraction of what big-budget advertising costs...If you aren't present and engaged in the places and at the times that your buyers are, then you're losing out on potential business" (Meerman Scott). He argues that the web is a good resource for reaching buyers because it is the primary source of information consumers consult before making a purchase, it allows you to provide direct, targeted and interactive marketing - giving consumers what they want and need from your company. His argument centers around the claim that we need to change the way we market and advertise for a new, more receptive audience. Because the web is the new best way to reach potential buyers, Meerman Scott argues that the web can take the place of, or transform traditional marketing and PR strategies. He writes, "these [traditional marketing] efforts made us feel good...but the programs were not producing significant, measurable results because we were working based on the rules of the past...online content in all of its forms is causing a convergence of marketing and PR that does not really exist off-line" (Meerman Scott).
David Meerman Scott effectively supports each argument with critical analysis as well as real-life examples of the success of connecting with consumers via the web. The web allows any company to reach buyers directly, which is the basis for Meerman Scott's claim that the web is the best new resource available for reaching buyers. He supports this claim first with a discussion of consumers' use of the web as an informational resource when considering a purchase. He writes, "consumers search the internet for answers to their problems...they are searching for what organizations like yours have to offer" (Meerman Scott). Research, Scott Claims, suggests that advertising is most effective when it reaches the buyer during the correct stage of the decision making process - the research stage - and that before making a purchase, buyers search for information online. Scott uses the example of the bicycle company Cervélo, who uses the web to reach buyers researching bikes to buy. "'Because of the keyword-rich cycling content available on the site,' Vroomen says, `Cervélo gets the same amount of search engine traffic as many sites for bike companies that are ten times larger" (Meerman Scott). The creator of Cervélo says, "The content is valuable and authentic compared to the marketing messages that appear on so many other sites." Similarly, another small company, the Lodge at Chaa Creek, uses similar strategies to reach consumers looking for places to visit and stay. This flows into his analysis of the capabilities of web content allowing companies to give consumers what they want and need - targeted and interactive marketing. Content "is your tool to show off your expertise" Meerman Scott says. Successful personal trainer, golf coach and businessman Mike Pederson says, "I like to call it targeted content. When I write an article, I'm targeting a very specific element of golf for my readers." The web, Meerman Scott explains, allows businesses to create content that consumers seek. All of these arguments and examples support Meerman Scott's claim that companies need to change the way that they market and advertise for a changed, web-saavy marketplace. He writes, "Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it. Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the web" (Meerman Scott). Proof of this, Scott says, lies in examples such as Century 21. Bev Thorne, chief marketing officer at Century 21, says "We found that our online investments provided a return that was substantively higher than our more traditional TV media investments."
David Meerman Scott's explanations and analysis of the validity of his key arguments, and the real-world examples he provides readers are persuasive and logically unbiased. One can argue that his investigation of and explanation for his arguments fully support his arguments and convince the reader that perhaps we really do need to look at the web as an effective tool for reaching consumers. Scott successfully achieves his objectives in writing the book, his thorough analysis and explanation engages the reader and gives the professional the tools and background necessary to begin to utilize the web to achieve marketing initiatives - which was his goal in reaching professionals through this book.
Scott's book verified the importance of digital and web-based marketing for myself as a reader, and persuaded me that perhaps more companies need to look to the web when considering marketing objectives and goals. I found his analysis and discussion intriguing and enjoyable. Though a long read, I would recommend this as a fun read for anyone interested in digital marketing, or anyone looking to incorporate web-based communications into their marketing strategy.
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Top reviews from other countries
Louise Barnes-Johnston
Essential Social Media marketing for all sizes of business
Reviewed in the United Kingdom on March 11, 2009
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Excellent content strategy
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