New Rules of Marketing and PR How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

ISBN-10: 0470379286
ISBN-13: 9780470379288
Edition: 2007
List price: $16.95 Buy it from $1.13
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Description: The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only  More...

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Book details

List price: $16.95
Copyright year: 2007
Publisher: John Wiley & Sons, Incorporated
Publication date: 11/3/2008
Binding: Paperback
Pages: 320
Size: 5.50" wide x 8.50" long x 1.00" tall
Weight: 0.704
Language: English

The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely. 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 those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad 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 those 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 marketing.

David Meerman Scott was born in 1961. He graduated from Kenyan College in 1983 with a B.A. degree in Economis. He started out working as a clerk on many Wall Street trading desks. He then went on to work in the on-line news and information business from 1985-2002. He was an executive at the electronic infoprmation division of Knight -Ridder from 1989-1995. He then moved to Boston and took a position with NewsEdge Corporation as the vice-president of marketing. His ideology about the new rules of marketing is that you can earn attention by publishing your way in on the web as opposed to buying advertising in mainstream media. He has authored several books on marketing including Inbound Marketing and Marketing Lessons from the Greatful Dead.

Foreword
Welcome to the New Rules
Introduction
How the Web Has Changed the Rules of Marketing and PR.
The Old Rules of Marketing and PR Are Ineffective in an Online World
The New Rules of Marketing and PR
Reaching Your Buyers Directly
Web-Based Communications to Reach Buyers Directly.
Blogs: Tapping Millions of Evangelists to Tell Your Story
The New Rules of News Releases
Audio Content Delivery through Podcasting
Forums, Wikis, and Your Targeted Audience
Going Viral: The Web Helps Audiences Catch the Fever
The Content-Rich Web Site
Action Plan for Harnessing the Power of the New Rules.
You Are What You Publish: Building Your Marketing and PR Plan
Online Thought Leadership to Brand Your Organization as a Trusted Resource
How to Write for Your Buyers
How Web Content Influences the Buying Process
How to Use News Releases to Reach Buyers Directly
The Online Media Room: Your Front Door for Much More Than the Media
The New Rules for Reaching the Media
Blogging to Reach Your Buyers
Podcasting and Video Made, Well, as Easy as Possible
Social Networking Sites and Marketing
Search Engine Marketing
Make It Happen
Acknowledgments
Index
About the Author
Preview: World Wide Rave

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