Product Description

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.

Product Details

• Amazon Sales Rank: #1581 in Books
• Published on: 2008-10-31
• Original language: English
• Number of items: 1
• Binding: Paperback
• 320 pages

Review
Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing′s "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one–sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting–edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can′t substitute for a well–thought out marketing program. Besides emphasizing fundamentals like defining one′s audience, Scott also drills home the ethos and etiquette of the web, encouraging content that′s both useful and unobtrusive. This excellent look at the basics of new–millennial marketing should find use in the hands of any serious PR professional making the transition. (July) (Publishers Weekly, August 6, 2007)

"a valuable source of inspiration" (Brand Strategy, November 2007)

"This book is useful if you would like to learn more about new formats such as RSS, vodcasts and viral marketing."  (Gulf Business, Vol. 12/ Issue 7)

Review
"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)

From the Inside Flap
The Internet has profoundly changed theway people communicate and interact witheach other. It has also changed the way businesses communicate with current and potential customers. In the old days, marketers 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 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 marketing.

Smart marketers who want to communicate with buyers directly, raise online visibility, and increase sales will discover everything they need to put the new rules to work. This book will show you how to stay ahead of the curve—and your competitors—by using the Internet to its full PR, marketing, and customer–communications potential. If you want your business to succeed, forget tradition and adopt The New Rules of Marketing and PR.