David Meerman Scott

The New Rules of Marketing and PR

How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

• Broschiertes Buch

Produktbeschreibung

The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success
This is the fifth edition of the pioneering guide to the future of marketing. The New Rules of Marketing & PR is an international bestseller with more than 350,000 copies sold in over twenty-five languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to directly communicate with buyers, raise visibility, and increase sales. This practical guide is written for marketing professionals, PR professionals, and entrepreneurs who want to grow their businesses and create success. Learn how companies, nonprofits, and organizations of all sizes can leverage web-based content to get timely, relevant information to eager, responsive buyers for a fraction of the cost of big-budget campaigns.
This fifth edition--the most extensively revised edition yet--includes:
Dozens of compelling case studies with revisions
Real-world examples of content marketing and inbound marketing strategies and tactics
A fresh introduction
A new chapter on sales and service
Coverage of the latest social media platforms, including Periscope, Meerkat, and Snapchat
The New Rules of Marketing & PR is an unparalleled resource for entrepreneurs, business owners, nonprofit managers, and all of those working in marketing or publicity departments. This practical guide shows how to devise successful marketing and PR strategies to grow any business.
David Meerman Scott is a marketing strategist, bestselling author of ten books--including three international bestsellers--advisor to emerging companies such as HubSpot, and a professional speaker on marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two publicly traded US companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.

Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 1W119070480
• 5. Aufl.
• Seitenzahl: 480
• Englisch
• Abmessung: 228mm x 153mm x 32mm
• Gewicht: 584g
• ISBN-13: 9781119070481
• ISBN-10: 1119070481
• Artikelnr.: 42788864

Autorenporträt

DAVID MEERMAN SCOTT is the author of ten books including Real-Time Marketing & PR, The New Rules of Sales & Service, and Newsjacking. His books open people's eyes to the new realities of sales, marketing, and public relations. David's popular blog, advisory work with fast-growing companies, and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers directly and in real time.

Inhaltsangabe

Foreword by Robert Scoble xix
Introduction 1
The New Rules 3
Life with the New Rules 5
What's New 7
Writing Like on a Blog, But in a Book 8
Showcasing Success 10
I How the Web Has Changed the Rules of Marketing and PR 13
1 The Old Rules of Marketing and PR Are Ineffective in an Online World 15
Advertising: A Money Pit of Wasted Resources 18
One-Way Interruption Marketing Is Yesterday's Message 19
The Old Rules of Marketing 20
Public Relations Used to Be Exclusively about the Media 21
Public Relations and Third-Party Ink 22
Yes, the Media Are Still Important 22
Press Releases and the Journalistic Black Hole 23
The Old Rules of PR 24
Learn to Ignore the Old Rules 25
2 The New Rules of Marketing and PR 27
The Most Important Communication Revolution in Human History 28
Open for Business 29
The Long Tail of Marketing 32
Tell Me Something I Don't Know, Please 33
Bricks-and-Mortar News 34
The Long Tail of PR 36
The New Rules of Marketing and PR 37
The Convergence of Marketing and PR on the Web 38
3 Reaching Your Buyers Directly 39
The Right Marketing in a Wired World 40
Let the World Know about Your Expertise 41
Develop Information Your Buyers Want to Consume 43
Big Birge Plumbing Company Grows Business in a Competitive Market 44
Buyer Personas: The Basics 45
Think Like a Publisher 48
Staying Connected with Members and the Community 48
Know the Goals and Let Content Drive Action 51
Content and Thought Leadership 52
II Web-Based Communications to Reach Buyers Directly 53
4 Social Media and Your Targeted Audience 55
What Is Social Media, Anyway? 56
Social Media Is a Cocktail Party 57
"Upgrade to Canada" Social Program Nabs Tourists from Other Countries 58
Social Networking and Agility 59
The New Rules of Job Search 61
How to Find a New Job via Social Media 63
Insignificant Backwaters or Valuable Places to Connect? 65
Your Best Customers Participate in Online Forums--So Should You 68
Your Space in the Forums 71
Wikis, Listservs, and Your Audience 73
Social Networking Drives Adagio Teas' Success 74
5 Blogs: Tapping Millions of Evangelists to Tell Your Story 78
Blogs, Blogging, and Bloggers 80
A Blog (or Not a Blog) 81
California Lawyer Blogs to Build Authority and Drive More Business 83
Understanding Blogs in the World of the Web 85
The Four Uses of Blogs for Marketing and PR 87
Monitor Blogs--Your Organization's Reputation Depends on It 88
Comment on Blogs to Get Your Viewpoint Out There 89
Work with the Bloggers Who Talk about You 90
Bloggers Love Interesting Experiences 92
How to Reach Bloggers around the World 93
Do You Allow Employees to Send Email? How about Letting Them Blog? 94
Not Another Junky Blog 95
The Power of Blogs 97
Get Started Today 97
6 Audio and Video Drive Action 99
Create Goodwill with Customers 99
What University Should I Attend? 101
The Best Job in the World 102
Have Fun with Your Videos 104
Audio Content Delivery through Podcasting 106
Hack the Entrepreneur Podcast Delivers New Customers for Host's Business 107
Grammar Girl Podcast 109
7 Going Viral: The Web Helps Audiences Catch the Fever 112
Minty-Fresh Explosive Marketing 113
Monitoring the Blogosphere for Viral Eruptions 114
Creating a World Wide Rave 116
Rules of the Rave 117
Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 119
Using Creative Commons to Facilitate Mashups and Spread Your Ideas 120
Viral Buzz for Fun and Profit 121
The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet 122
Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 123
When You Have Explosive News, Make It Go Viral 124
8 The Content-Rich Website 127
Political Advocacy on the Web 128
Content: The Focus of Successful Websites 130
Reaching a Global Marketplace 131
Putting It All Together with Content 132
Great Websites: More Art Than Science 134
9 Marketing and PR in Real Time 137
Real-Time Marketing and PR 138
John Green Thumps Tom Cruise 141
D

Rezensionen

"If there is only one book out there that the marketing departments have on the must-read list, this is it.......for those wading into social media space, give this a read and pass it along to your in-house head of comms for maximum benefit" (Entrepreneur Middle East, January 2016)
"an essential reference book that offers value to all working in this field.....for seasoned professionals it offers an excellent benchmark for a range of marketing channels" (B2B Marketing, February 2016)