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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
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Product details
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Audible Audiobook
Listening Length: 16 hours and 21 minutes
Program Type: Audiobook
Version: Unabridged
Publisher: Gildan Media, LLC
Audible.com Release Date: July 3, 2014
Language: English, English
ASIN: B00LIA2GTE
Amazon Best Sellers Rank:
In this excellent guide, Mr. Scott points out that, under the old rules, you had only two options for getting the word out about your organization and its products: you could spend a lot of money buying advertising in the traditional media; or you could issue press releases to targeted media reporters, in hopes that they would find them "newsworthy" enough for a story in their print or broadcast medium. Advertising was, and still is, is costly and imperfect way to reach potential customers, especially TV, which is generally the most expensive of the traditional media, but arguably the most effective. However, all traditional advertising suffers from certain drawbacks: it is largely non-selective, being beamed out to anyone watching at the time it airs; it is one-directional, thus lacking in feedback; and it is based on interrupting the customer's entertainment, which makes it inherently irritating. Traditional PR is also one-directional and highly uncertain, since it relies on persuading some reporter that the subject of your press release is worthy of a story.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!
Which is better? A blog mention or a quote in a magazine article? If you said the magazine quote, you need to read The New Rules of Marketing and PR.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.
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