The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.
The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly Accessories
 The New Influencers: A Marketer's Guide to the New Social Media
Word of Mouth Marketing: How Smart Companies Get People Talking
Marketing to the Social Web: How Digital Customer Communities Build Your Business
Web Analytics: An Hour a Day
Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your SmallBusiness
Groundswell: Winning in a World Transformed by Social Technologies
Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions
Presentation Zen: Simple Ideas on Presentation Design and Delivery (Voices That Matter)
How to Use the Internet to Advertise, Promote and Market Your Business or Website with Little or No Money
Plug Your Business! Marketing on MySpace, YouTube, blogs and podcasts and other Web 2.0 social networks
The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly Reviews
After having spent years in "low tech" countries, I wanted to catch up on what's new in internet marketing. It's a thorough and practical "how to" for succeeding in the new media, and will be a much thumbed through book on my shelf. This book succeeded in bringing me up to scratch.
David provides case studies (very mainstream ones) to prove his points. He not only tells you the old rules and the new rules but why the old ones no longer work. This is a phenomenal book for those who are just getting started in marketing or marketing veterans who are wondering what all the fuss is regarding marketing on the Internet. Overall a great book that is truly an asset to any marketing professional. The last section of the book is dedicated to helping you begin planning your own marketing strategies. David does a great job of sectioning out the book in an easy to read, use and understand manner.
I was inspired by the content and have already been able to apply the concepts to my own line of work. The guy has the best-selling marketing book on amazon.com, so clearly he practices what he preaches. I now have David's blog as my internet homepage to stay up-to-date on his writing. I am already eagerly awaiting his March 2009 book. The book provided excellent fundamentals for any PR/marketing professional who is looking to increase their effectiveness via social media. I read this book on one flight from Boston to LA. I spent much of last week starting to implement some of those ideas and I look forward to seeing them through. Over the course of reading, I probably had 10-12 ideas about how to improve my effectiveness at work.
The book proposes a NEW way of looking at online marketing (now pretty old hat) and there is very little discussion on HOW just lots of WHY, NEW, DIFFERENT when it's not really new or different.
But he keeps from going in the direction of "the Black Box." That's the expression that Rich Burns of the GNU Group uses to describe aspects of Online Marketing that seem to be kept a secret by the practitioners. He talks about blogs and keywords and podcasting. David Meerman Scott wrote "The New Rules of Marketing and PR" in a manner that tells you about all the newest tools and practices. That means it will continue to have value long after many of the books coming out right now. But he constantly asks you to understand first what you want to accomplish. As Scott shows in this book, now a press release can talk directly to your customers. It's important to think in terms of Search Engine Optimization (SEO) to make sure the right keywords are in there. If you want to take it up a notch, you can use one of the online PR distributors to get it out there.
And it is one of the most sensible online marketing books I've ever read. The other nice thing is that instead of telling you the one time one of these tools worked, he discusses a number of experiences, and, more importantly, he tells what is accomplished for your goals by using the tools. For the past 100 years, press releases did one thing: they talked to the journalist, if the journalist felt like reading it. An example is the press release.
You've either had to write them (if you're on the PR side) or help develop them (if you're in the marketing side) or you've had them sent to you (if you are a journalist). And then-thanks to search engines-when people search for the keywords that most interest them, and if your news release talks about that subject, well then, your news release is sitting there ready to be read by your potential customers. If you're reading a book about online marketing, you have to read it the day it comes out. Because the longer you wait, the more out-of- date it is. So now you are talking directly to the people that matter the most.the very people you are trying to influence. Then he gives you clear ways of using these various tools.
Almost everybody in communications is familiar with them. He even changes the name to "news release" to make sure we know it has a new use. Well, I've got a good one for all of you to read. It is understandable, and you can begin using it for real purposes within a few pages. What Scott does in his book is keep online communication strategy in the real world. You know, people who use terms like "conversion," "CPC," "CTR," "SERP," and- my new favorite- a "bulk whois tool.".
All you have to do is start by posting it to your own web site.
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