The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers large and small companies, nonprofits, entrepreneurs, political organizations, consultants, even rock bands and churches.
Finally, you can speak directly to customers and buyers, establishing a personal link with those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget advertising campaign. Rather than bombard them with advertising they'll likely ignore, you can focus on getting the right message to the right people at the right time.
When people visit your company's Web site, they aren't there to hear your slogan or see your logo again. They want information, interaction, and choice - and you'd be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead consumers into the buying process.
Including a wealth of compelling case studies and real world examples, this is a practical guide to the new reality of PR and marketingThis new audio edition includes a special Introduction by the author , revisions and updates on social media marketing, updated chapter on social networking sites, and new and exciting case studies.
©2009 David Meerman Scott; (P)2009 Gildan Media Corp
"[Scott] goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules that shows you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life histories and an engaging style." (Jay Conrad Levinson, The Father of Guerrilla Marketing and author of the Guerrilla Marketing series of books).
The author has a 9 hour and 23 minute audiobook here. He could have cut out the fluff and narrated this in 1 hour. I got bored to tears of him exhaustively rambling on and on about blogs! The gist of the book is blog a lot, make your site content rich, and do PR news releases.
The rest is spent defining technologies that are out there and not spent explaining how to use those technologies to their maximum effect and reap the benefits.
When I got finished with this "very" long audiobook, I was worn out and felt like it needed far more substance and less fluff. I had my hopes up and was very disappointed.
The author loves blogs - I get it! This audiobook pontificates on blogs and blogging culture every five minutes or so. Whatever time is not spent on blogging is used to simply define emerging web technologies (instead of giving practical advice about harnessing the power of each of them). I didn't find listening to this audiobook an effective use of my time.
I had the task to write a communication concept for my university's master degrees and bought this audiobook to get some more ideas.
The way I went through the book was with the set task in mind. I listened to the chapters, and wrote down how I could use what the author was just talking about for my specific set of challenges and problems. At the end, I got dozens of pages of notes and ideas out of it, which found great resonance with the customer, the university.
I highly recommend the book for anyone that wants to learn about ways to market your product or service over new communication channels.
I'm a lawyer and mediator. I represent businesses in disputes with their insurers and in other complex litigation. I also assist machinery companies and manufacturers (primarily international) with equipment sales, non-disclosure agreements, and business issues. I also mediate commercial disputes.
There is a lot of really good information in this book. Very good ideas about how to achieve great marketing results on the Internet. Words of warning: Scott has a tendency to repeat content in his books. You will find repetition in Tuned In and World Wide Rave. Not my favorite narrator; smooth, but a little monotone.
This is an excellent book. Most marketing books give you a lot of theory or are filled with a bunch fluff and no substance. This book, like Tim Ferris's "4 Hour Work Week", is filled with real world examples and "how to's".
Moreover, the David Meerman Scott skillfully presents evidence as to why the conventional wisdom and tactics--big budgets, trade shows, overemphasis of reaching the mainstream media--are dead, and why under the new rules, using press releases to reach your target consumer directly AND enhance SEO (search engine optimization), leveraging social media such as Twitter, StumbleUpon, Squidoo, Digg, blogging, etc., is far cheaper and more effective.
On another note, I also thought the narrator did an excellent job. Often times I find the narrators sound completely detached from the material. With this book, the narrator spoke so authoritatively and convincingly that I initially thought it was the author narrating.
I have only gotten through section one of this book, but it's got great information on using the power of online social media and independent publishing platforms to create a brand.
Having been in business and used the "old" methods of expensive ineffective advertising, I am thankful to David Scott and others who are giving me clear directions on how to construct an inexpensive and effective marketing system. In addition, I am well prepared to interact with and direct professional web designers and other tech people thanks again to the information in this audio book. Great Job!
"One of the best books in it's class!"
If you are new to the internet and using the internet as a marketing tool then this is a must read. I personally read this twice the second time with a highlighter to fully understand some of his ideas and to then see if any off them would work in my own business. While the topics he details with aren't very well trashed out it's an extremely good resource tool to get started with. For me the book acts like a list of possibilities but you certainly need further research on each of the topics if you are to employ them.
The book is written is a very easy to follow and simplistic way but if you are oblivious as to what an RSS feed or a podcast is then have a search engine open to check it out. If you already are well versed on the internet it will still certainly give you some ideas but you may not be overjoyed that the topics are not fully discussed.
Some of the sections such as how to make a new release (for small and medium businesses), doing a business blog, viral marketing, podcasting and video casting are extremely interesting and Scott always adds on the places where you can find out more information or see the examples he makes in action. (The "mentos and Diet Coke" experiment was probably the most entertaining!)
Another author who discusses similar topics is Seth Godin. Both of these authors are fantastic marketers but if you are looking for something with a little more flavour and anecdotes I would suggest "permission marketing" both books are written with regards to using the internet with more success but Godin's passion comes through in the reading of his book.
I would absolutely recommend this book. It has everything that someone wanting to know about using the internet to market their company and explains why the tradition 4 P's of marketing have changed in the age of technology.
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