The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (New Rules of Marketing & PR: How to Use Social Media, Blogs,) (英語) ペーパーバック – 2008/11/3
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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.
"This is the first to explain the options in a way I find non–tech growth company executives can understand" (GulfNews.com, April 8th 2009)商品の説明をすべて表示する
I think that the idea that most corporate marketers are unaware of blogs and lack internet savvy may be a dated idea. This is a good, comprehensive (audio) book for the beginner to intermediate online marketer. I gleaned several good ideas, but it was a lot to wade through.
If you're new to online marketing this is a great got-it-all book. If you're already pretty savvy, you may want to focus on Scott's blog for new ideas or pick one new strategy (video blog for example) to focus on instead.
Todd Millar, Glenn Simon Inc.
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.