The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buye

by David Meerman Scott

Book Overview

The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information In the Digital Age, marketing tactics seem to change on a... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 1119070481
• ISBN13: 9781119070481
• Release Date: October 2015
• Publisher: Wiley
• Length: 480 Pages
• Weight: 1.32 lbs.
• Dimensions: 1.4" x 6.0" x 8.8"

Customer Reviews

Amazing For Entrepreneurs!

I have 3 businesses and love to stay on my toes when it comes to marketing and this book did just that. The new rules of marketing & pr is filled with tons of tools, examples and helpful tips that can be simply applied to your everyday marketing strategy. I love this book because not only is it informative but it's also surprisingly thick and has so many pages! I would recommend this book to all entrepreneurs who want to self educate and move forward in their business.

What everyone with a web site needs to know...in clear, simple language!

David's book integrates what he has learned as a corporate marketing strategist, and now teaches as a business speaker and seminar leader, into a practioner's guide for Marketing and PR in today's dynamic and competitive business conditions. He emphasizes that while the most advanced technology cannot replace a fundamental and sound marketing plan and execution, the new age of web and wireless communication demands that marketing and PR people know and understand the latest tools and techniques. The new rules of Marketing and PR, David points out, are especially beneficial for small businesses and organization, in that marketing staffs can now more easily select, focus, and reach their target markets in a more cost effective manner. Traditional mass media marketing and public relations activities have given way to a more advanced electronic and information technology based methods. Throughout David's book, he introduces and explains by real case scenarios how the new marketing and PR tools can most effectively be used. Examples of the new techniques are detailed throughout his book and include: * Social media * Blogs * Video/Audio Enhancements * Podcasts * Online PR & News Releases * Internet & Search Engine Optimization (SEO) David continually recommends and reinforces his central theme of leveraging online media and use of current technology to successfully achieve your marketing objectives--here are some examples: Social Media & Target Marketing Through social networking sites (e.g. Facebook, LinkedIn, Twitter, Wikipedia) and blogging, one can reach target markets and drive them via links to your website. People and see and share content and ideas, plus make recommendations to others on specific products and services. Video & Audio Content Advancements in video technology, especially small, powerful, and inexpensive video cameras, allow a marketing/PR person to be their own videographer and greatly enhance the content and features on a website. Target market customers can see and hear the best attributes and amenities of places they want to visit as they conduct their decision making process. Search Engine Marketing & Optimization This highly significant and powerful tool drives target customers to your website. Through ensuring and words and phrases on your website, blog, or other web links can be found by search engines, which brings already interested customers to your website and to your sales and marketing staff to be contacted, qualified, and potentially closed for a sale. Search engine advertising is another tool by which a marketer purchases words and phrases that appear prominently on a pay-per-click basis, whenever customers click the link to your website. I'm a little rusty on how to use social media in my marketing efforts as Vacation Rental Manager for the Village of Nashaquisset on Nantucket; I am confident David's recommendations will help immensely.

Never pay for Marketing & PR again!

This book is exceptional. It will not only tell you how to use new marketing and PR techniques to get noticed, it will help you understand how to apply what you learn and provide examples along the way. It was provided to me by the college I enrolled in for my very first course, Introduction to Internet Marketing. It set the tone for the next 24 months of my education, and did a great job in doing that. I have been involved in Internet Marketing for ten years, yet I learned a lot I didn't know! This is a necessary book for EVERY entrepreneur, business of any size, and even job seekers! Reach your customers (or your future employer) and know how to speak to them, engage them and convert them! Make sure it's at the top of your reading list for 2010!

Excellent book for anyone doing business online

Sending a "dash and blast" press release to a reporter's already overflowing email inbox no longer cuts it. To survive in today's "user generated content" world you have to join your buyers and customers in their world -- that is, online, where they are reading and commenting on discussion boards, updating Wiki entries, and writing blog posts. Miss or ignore a negative post and you can potentially see millions of dollars drain from your corporate coffers. What I liked about this book is that David explains how all the new techhologies and old media can work together -- RSS in media rooms, corporate blogs and PR, and podcasting and branding -- to help buyers find your company's products and services. He gives practical advice on how to pitch the media (hint: don't spam them with untargeted press releases), how to monitor and respond to discussion forums, and how to monitor the blogosphere for "viral eruptions." Whether you're a corporate PR pro or a small business owner, this book will help you navigate your way through the new methods of reaching your customers.

What a Wake-Up Call!

By embracing the strategies in this book , you will totally transform your business. David Meerman Scott shows you a multitude of ways to propel your company to a thought leadership position in your market and drive sales - all without a huge budget. From my perspective, the best thing about this book is that everyone can gain value from it. There are so many places you can start applying these new rules of marketing and PR. For example, I'm an experienced blogger, considered an expert in my field and already have a strong online presence. Yet I'm immediately going to start applying the lessons in Chapter 14: How to Use News Releases to Reach Buyers Directly. Here's what else I like about this book: 1. The author includes numerous examples from a variety of businesses in different industries & sizes that have all used these strategies for success. 2. The book shows you multiple venues to reach your buyers directly. This circumvents the high costs of mainstream media enabling firms who are running bootstrap operations to compete with the big boys. 3. The "how to" guidelines on leveraging news releases in a web-based world are excellent. You'll learn how to create news on a regular basis, capitalize on various distribution services, focus on key words/phrases in your writing that are used by your buyers, and incorporate social media tags. 4. The insights on optimizing a website's online media room for search engines is another easy-to-implement technique with high payback. In summary, I guarantee you that your investment in this book will be paid back many times. ~ Jill Konrath, author of Selling to Big Companies

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,