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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

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A NEW EDITION OF THE MODERN MARKETING CLASSIC!
The pioneering guide to the future of marketing, The New Rules of Marketing & PR, has been updated and revised to retain its place as the top marketing and public relations book available. For professionals, entrepreneurs, business owners, professors and students alike, this completely revised and updated sixth edition offers actionable strategies that can be implemented immediately.
Inside you′ll find new case studies—including on the 2016 presidential election—the latest on new media platforms, such as Snapchat and Facebook Live, and more tried–and–true ways for businesses of any size to use free, web–based communications to connect with countless new customers while turning old ones into fierce advocates for their products and services.
"When I read The New Rules of Marketing & PR for the first time, it was a ′eureka′ moment for me at HubSpot. David nailed the fundamental shifts going on in the buyer–seller relationship and wrote the classic text to help marketers take advantage of them."
—Brian Halligan, CEO, HubSpot; coauthor of Inbound Marketing
"David is informative, entertaining and inspiring! No one knows more about new ways to reach buyers. The groundbreaking strategies in this book reinvent the way entrepreneurs engage the marketplace and grow business."
—Tony Robbins
"This excellent look at the basics of new–millennial marketing should find use in the hands of any serious PR professional making the transition."
—Publishers Weekly (starred review)
"The New Rules of Marketing & PR presents a vision of how marketing is done today and in the future. Shunning the old and ineffective methods of the past, David Meerman Scott shows us how the new world of social media and real–time marketing are changing the business landscape—and most importantly—how your company can leverage these insights to bring them to the forefront of your market."
—DR. David S. Ricketts, Innovation Fellow, Technology and Entrepreneurship Center at Harvard (TECH)
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Specificații

ISBN-13: 9781119362418
ISBN-10: 1119362415
Pagini: 448
Dimensiuni: 151 x 227 x 31 mm
Greutate: 0.54 kg
Ediția: 6th Edition
Editura: Wiley
Locul publicării: Hoboken, United States

Textul de pe ultima copertă

A NEW EDITION OF THE MODERN MARKETING CLASSIC!
The pioneering guide to the future of marketing, The New Rules of Marketing & PR, has been updated and revised to retain its place as the top marketing and public relations book available. For professionals, entrepreneurs, business owners, professors and students alike, this completely revised and updated sixth edition offers actionable strategies that can be implemented immediately.
Inside you′ll find new case studies—including on the 2016 presidential election—the latest on new media platforms, such as Snapchat and Facebook Live, and more tried–and–true ways for businesses of any size to use free, web–based communications to connect with countless new customers while turning old ones into fierce advocates for their products and services.
"When I read The New Rules of Marketing & PR for the first time, it was a ′eureka′ moment for me at HubSpot. David nailed the fundamental shifts going on in the buyer–seller relationship and wrote the classic text to help marketers take advantage of them."
—Brian Halligan, CEO, HubSpot; coauthor of Inbound Marketing
"David is informative, entertaining and inspiring! No one knows more about new ways to reach buyers. The groundbreaking strategies in this book reinvent the way entrepreneurs engage the marketplace and grow business."
—Tony Robbins
"This excellent look at the basics of new–millennial marketing should find use in the hands of any serious PR professional making the transition."
—Publishers Weekly (starred review)
"The New Rules of Marketing & PR presents a vision of how marketing is done today and in the future. Shunning the old and ineffective methods of the past, David Meerman Scott shows us how the new world of social media and real–time marketing are changing the business landscape—and most importantly—how your company can leverage these insights to bring them to the forefront of your market."
—DR. David S. Ricketts, Innovation Fellow, Technology and Entrepreneurship Center at Harvard (TECH)

Cuprins

Foreword by Robert Scoble xix
Introduction 1
The New Rules 4
Life with the New Rules 6
What’s New 8
Writing Like on a Blog, But in a Book 10
Showcasing Success 11
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 Communications 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 35
The New Rules of Marketing and PR 36
The Convergence of Marketing and PR on the Web 37
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 49
Staying Connected with Members and the Community 50
Know the Goals and Let Content Drive Action 52
Real–Time Business at American Airlines Reaches Buyers Directly 53
II Web–Based Communications to Reach Buyers Directly 59
4 Social Media and Your Targeted Audience 61
What Is Social Media, Anyway? 62
Social Media Is a Cocktail Party 63
“Upgrade to Canada” Social Program Nabs Tourists from Other Countries 64
Social Networking and Agility 65
When Social Networking Doesn’t Work: The Cannabis Business in America 67
The New Rules of Job Search 70
How to Find a New Job via Social Media 71
Social Networking Drives Adagio Teas’ Success 73
5 Blogs: Tapping Millions of Evangelists to Tell Your Story 77
Why You Still Need a Blog in the Age of Social Networking 79
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 86
Monitor Blogs—Your Organization’s Reputation Depends on It 87
Comment on Blogs to Get Your Viewpoint Out There 88
Bloggers Love Interesting Experiences 90
How to Reach Bloggers around the World 90
Do You Allow Employees to Send Email? How about Letting Them Blog? 91
Not Another Junky Blog 93
Get Started Today 94
6 Audio and Video Drive Action 95
Improv with the CIO 95
What University Should I Attend? 97
Building a Business One YouTube Video at a Time 97
Have Fun with Your Videos 100
Audio Content Delivery through Podcasting 102
Hack the Entrepreneur Podcast Delivers New Customers for Host’s
Business 103
Grammar Girl Podcast 106
7 Going Viral: The Web Helps Audiences Catch the Fever 108
Minty–Fresh Explosive Marketing 109
Monitoring the Blogosphere for Viral Eruptions 110
Creating a World Wide Rave 112
Rules of the Rave 113
Film Producer Creates a World Wide Rave by Making Soundtrack Free
for Download 115
Using Creative Commons to Facilitate Mashups and Spread Your Ideas 116
Viral Buzz for Fun and Profit 117
The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia’s Toilet 118
Clip This Coupon for $1 Million Off Fort Myers, Florida, Home 118
When You Have Explosive News, Make It Go Viral 119
8 The Content–Rich Website 123
Political Advocacy on the Web 124
Content: The Focus of Successful Websites 126
Reaching a Global Marketplace 126
Make Your Site Mobile Friendly 127
Putting It All Together with Content 129
Great Websites: More Art Than Science 131
9 Marketing and PR in Real Time 134
Real–Time Marketing and PR 135
John Green Thumps Tom Cruise 137
Develop Your Real–Time Mind–Set 139
Real–Time Blog Post Drives $1 Million in New Business 141
The Time Is Now 144
Snapchat for Business 149
Crowdsourced Support 151
III Action Plan for Harnessing the Power of the New Rules 157
10 You Are What You Publish: Building Your Marketing and PR Plan 159
What Are Your Organization’s Goals? 160
Buyer Personas and Your Organization 162
The Buyer Persona Profile 163
How Beko Develops Products Global Consumers Are
Eager to Buy 166
Reaching Senior Executives 167
The Importance of Buyer Personas in Web Marketing 168
In Your Buyers’ Own Words 169
What Do You Want Your Buyers to Believe? 171
Developing Content to Reach Buyers 173
Marketing Strategy Planning Template 176
The New Rules of Measurement 180
Asking Your Buyer for a Date 181
Measuring the Power of Free 182
What You Should Measure 182
Stop Thinking of Content Creation as a Marketing Expense 183
In 2016 the Best Marketer Was Elected President 185
Stick to Your Plan 190
11 Growing Your Business: How Marketing and PR Drive Sales 191
It’s Time for a Sales Transformation 191
How Web Content Influences the Buying Process 193
Tips for Creating a Buyer–Centric Website 195
Step 1: Sales Begin with Informational Content 200
Step 2: A Friendly Nudge 201
Step 3: Closing the Deal 201
An Open–Source Marketing Model 202
Salespeople as Content Curators 203
Your Company’s Salesperson–in–Chief 205
Educating Your Salespeople about the New Buying Process 206
Registration or Not? Data from an E–Book Offer 207
Close the Sale—Continue the Conversation 209
Measure and Improve 209
How a Content Strategy Grew Business by 50 Percent in One Year 210
12 Strategies for Creating Awesome Content 215
Ways to Get Your Information Out There 216
How to Create Thoughtful Content 222
How Raytheon Uses Journalists to Create Interesting Content 222
Content Creation in Highly Regulated Industries 225
Leveraging Thought Leaders Outside Your Organization 228
Who Wrote That Awesome White Paper? 228
How Much Money Does Your Buyer Make? 229
13 How to Write for Your Buyers 231
An Analysis of Gobbledygook 232
Poor Writing: How Did We Get Here? 233
Effective Writing for Marketing and PR 235
The Power of Writing Feedback (from Your Blog) 236
Injecting Humor into Product Descriptions 237
Brand Journalism at Boeing 238
14 Social Networking as Marketing 240
Television’s Eugene Mirman Is Very Nice and Likes Seafood 241
Facebook: Not Just for Students 242
How to Use Facebook to Market Your Product or Service 243
Increase Engagements with Facebook Groups and Apps 245
Why Google Plus Is Important for Your Business 248
Check Out My LinkedIn Profile 249
Tweet Your Thoughts to the World 252
Social Networking and Personal Branding 253
The CIA Joins Twitter 256
The Sharing More Than Selling Rule 257
Connecting with Fans 260
How Amanda Palmer Raised a Million Dollars via Social Networking 261
Which Social Networking Site Is Right for You? 262
You Can’t Go to Every Party, So Why Even Try? 264
Optimizing Social Networking Pages 265
Integrate Social Media into an Offline Conference or Event 266
Build a Passionate Fan Base 267
Social Networking and Crisis Communications 269
Why Participating in Social Media Is Like Exercise 272
15 Blogging to Reach Your Buyers 274
What Should You Blog About? 275
Blogging Ethics and Employee Blogging Guidelines 276
Blogging Basics: What You Need to Know to Get Started 278
Pimp Out Your Blog 281
Building an Audience for Your New Blog 282
Tag, and Your Buyer Is It 283
Cities That Blog 283
Blogging outside North America 285
What Are You Waiting For? 286
16 An Image Is Worth a Thousand Words 287
Photographs as Compelling Content Marketing 287
Images of Real People Work Better Than Inane Stock Photos 288
How to Market an Expensive Product with Original Photographs 291
Why I Love Instagram 292
Marketing Your Product with Photos on Instagram 293
Sharing with Pinterest 295
The Power of SlideShare for Showcasing Your Ideas 297
Infographics 299
17 Video and Podcasting Made Easy 302
Video and Your Buyers 302
Business–Casual Video 303
Stop Obsessing over Video Release Forms 304
Your Smartphone Is All You Need 305
Facebook Live Is Great for Real–Time Content Marketing 306
Video to Showcase Your Expertise 307
Getting Started with Video 309
Video Created for Buyers Generates Sales Leads 311
Podcasting 101 312
18 How to Use News Releases to Reach Buyers Directly 315
News Releases in a Web World 317
The New Rules of News Releases 317
If They Find You, They Will Come 318
Driving Buyers into the Sales Process 320
Developing Your News Release Strategy 321
Publishing News Releases through a Distribution Service 322
Reach Even More Interested Buyers with RSS Feeds 323
Simultaneously Publish Your News Releases to Your Website 323
The Importance of Links in Your News Releases 324
Focus on the Keywords and Phrases Your Buyers Use 324
Include Appropriate Social Media Tags 326
If It’s Important Enough to Tell the Media, Tell Your Clients
and Prospects, Too! 326
19 Your Newsroom: A Front Door for Much More Than the Media 328
Your Newsroom as (Free) Search Engine Optimization 329
Reaching Reporters and Editors and Telling Your Story 330
Best Practices for Newsrooms 331
Ontario University Shines Spotlight on Faculty Researchers 339
A Newsroom to Reach Journalists, Customers, and Bloggers 341
20 The New Rules for Reaching the Media 343
“Re:,” Nontargeted Pitches, and Other Sleazy Tactics 344
The New Rules of Media Relations 345
Blogs and Media Relations 346
How Blog Mentions Drive Mainstream Media Stories 347
Launching Ideas with the U.S. Air Force 349
How to Pitch the Media 351
21 Newsjacking Your Way into the Media 355
Journalists Are Looking for What You Know 356
Get Your Take on the News into the Marketplace of Ideas 357
How to Find News to Jack 360
Twitter Is Your Newsjacking Tool 365
Beware: Newsjacking Can Damage Your Brand 365
Newsjacking for Fun and Profit 367
22 Search Engine Marketing 369
Making the First Page on Google 371
Search Engine Optimization 372
Own Your Marketing Assets Instead of Renting Them 373
The Long Tail of Search 374
Carve Out Your Own Search Engine Real Estate 375
Web Landing Pages to Drive Action 376
Optimizing the Past 379
Search Engine Marketing in a Fragmented Business 380
23 Make It Happen 382
Your Mind–Set 384
The Journey from a Traditional Marketing Executive to a Modern CMO 384
Manage Your Fear 386
Getting the Help You Need (and Rejecting What You Don’t) 386
Bringing It All Together: Brand Journalism at Cleveland Metropolitan
School District 391
Great for Any Organization 394
Now It’s Your Turn 396
Acknowledgments for the Sixth Edition 397
About the Author 399
Index 401
Master Newsjacking Course 423
Have David Meerman Scott Speak at Your Next Event! 425

Notă biografică

DAVID MEERMAN SCOTT is the author of ten books including Real–Time Marketing & PR, The New Rules of Sales & Service, and Newsjacking. David′s popular blog, advisory work with fast–growing companies, and 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.

Recenzii

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)