Book description
David Meerman Scotts marketing bible has become a modern day business classic.
This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one-of-a-kind, pioneering guide, offering a step-by-step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time - for a fraction of the cost of a big-budget advertising campaign. This new, updated edition includes:
A new introduction discussing recent changes to the world of marketing and PR
A brand new chapter on mobile marketing
An additional chapter on real-time marketing and PR
Updated information on how to measure the success of your campaigns
A range of new tools
Fresh case studies
Table of contents
- Cover
- Praise for The New Rules of Marketing & PR
- Also by David Meerman Scott
- Title Page
- Copyright
- Dedication
- Foreword
- Welcome to the Third Edition of The New Rules
- Introduction
-
Part I: How the Web Has Changed the Rules of Marketing and PR
-
Chapter 1: The Old Rules of Marketing and PR Are Ineffective in an Online World
- Advertising: A Money Pit of Wasted Resources
- One-Way Interruption Marketing Is Yesterday's Message
- The Old Rules of Marketing
- Public Relations Used to Be Exclusively about the Media
- Public Relations and Third-Party Ink
- Yes, the Media Are Still Important
- Press Releases and the Journalistic Black Hole
- The Old Rules of PR
- Learn to Ignore the Old Rules
- Chapter 2: The New Rules of Marketing and PR
- Chapter 3: Reaching Your Buyers Directly
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Chapter 1: The Old Rules of Marketing and PR Are Ineffective in an Online World
-
Part II: Web-Based Communications to Reach Buyers Directly
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Chapter 4: Social Media and Your Targeted Audience
- What Is Social Media, Anyway?
- Social Media Is a Cocktail Party
- Facebook Group Drives 15,000 People to Singapore Tattoo Show
- The New Rules of Job Search
- How David Murray Found a New Job via Twitter
- Insignificant Backwaters or Valuable Places to Connect?
- Your Best Customers Participate in Online Forums—So Should You
- Your Space in the Forums
- Wikis, Listservs, and Your Audience
- Creating Your Own Wiki
-
Chapter 5: Blogs: Tapping Millions of Evangelists to Tell Your Story
- Blogs, Blogging, and Bloggers
- A Blog (or Not a Blog)
- Understanding Blogs in the World of the Web
- The Four Uses of Blogs for Marketing and PR
- Monitor Blogs—Your Organization's Reputation Depends on It
- Comment on Blogs to Get Your Viewpoint Out There
- Work with the Bloggers Who Talk about You
- Bloggers Love Interesting Experiences
- How to Reach Bloggers around the World
- Do You Allow Employees to Send Email? How about Letting Them Blog?
- Breaking Boundaries: Blogging at McDonald's
- The Power of Blogs
- Get Started Today
- Chapter 6: Audio and Video Drive Action
- Chapter 7: The New Rules of News Releases
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Chapter 8: Going Viral: The Web Helps Audiences Catch the Fever
- Minty-Fresh Explosive Marketing
- Monitoring the Blogosphere for Viral Eruptions
- Creating a World Wide Rave
- Rules of the Rave
- Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download
- Using Creative Commons to Facilitate Mashups and Spread Your Ideas
- Viral Buzz for Fun and Profit
- The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet
- Clip This Coupon for $1 Million Off Fort Myers, Florida, Home
- When You Have Explosive News, Make It Go Viral
- Chapter 9: The Content-Rich Website
- Chapter 10: Marketing and PR in Real Time
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Chapter 4: Social Media and Your Targeted Audience
-
Part III: Action Plan for Harnessing the Power of the New Rules
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Chapter 11: You Are What You Publish: Building Your Marketing and PR Plan
- What Are Your Organization's Goals?
- Buyer Personas and Your Organization
- The Buyer Persona Profile
- Reaching Senior Executives
- The Importance of Buyer Personas in Web Marketing
- In Your Buyers’ Own Words
- What Do You Want Your Buyers to Believe?
- Developing Content to Reach Buyers
- Marketing Strategy Planning Template
- The New Rules of Measurement
- Asking Your Buyer for a Date
- Measuring the Power of Free
- What You Should Measure
- Registration or Not? Data from an e-Book Offer
- Educating Your Salespeople about the New Sales Cycle
- Obama for America
- Stick to Your Plan
- Chapter 12: Online Thought Leadership to Brand Your Organization as a Trusted Resource
- Chapter 13: How to Create for Your Buyers
- Chapter 14: How Web Content Influences the Buying Process
- Chapter 15: Mobile Marketing: Reaching Buyers Wherever They Are
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Chapter 16: Social Networking Sites and Marketing
- Television's Eugene Mirman Is Very Nice and Likes Seafood
- Facebook: Not Just for Students
- Check Me Out on MySpace
- Tweet Your Thoughts to the World
- Social Networking and Personal Branding
- The Horse Twitterer
- Connecting with Fans
- How Amanda Palmer Made $11,000 on Twitter in Two Hours
- Which Social Networking Site Is Right for You?
- You Can't Go to Every Party, So Why Even Try?
- Optimizing Social Networking Pages
- Integrate Social Media into an Offline Conference or Event
- Start a Movement
- Why Participating in Social Media Is Like Exercise
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Chapter 17: Blogging to Reach Your Buyers
- What Should You Blog About?
- Blogging Ethics and Employee Blogging Guidelines
- Blogging Basics: What You Need to Know to Get Started
- Pimp Out Your Blog
- Building an Audience for Your New Blog
- Tag, and Your Buyer Is It
- Fun with Sharpies (and Sharpie Fans)
- Blogging outside of North America
- What Are You Waiting For?
- Chapter 18: Video and Podcasting Made, Well, as Easy as Possible
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Chapter 19: How to Use News Releases to Reach Buyers Directly
- Developing Your News Release Strategy
- Publishing News Releases through a Distribution Service
- Reaching Even More Interested Buyers with RSS Feeds
- Simultaneously Publishing Your News Releases to Your Website
- The Importance of Links in Your News Releases
- Focus on the Keywords and Phrases Your Buyers Use
- Include Appropriate Social Media Tags
- If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
- Chapter 20: The Online Media Room: Your Front Door for Much More Than the Media
- Chapter 21: The New Rules for Reaching the Media
- Chapter 22: Search Engine Marketing
- Chapter 23: Make It Happen
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Chapter 11: You Are What You Publish: Building Your Marketing and PR Plan
- Acknowledgments for the Third Edition
- About the Author
-
Preview: Real-Time Marketing & PR
- Prologue
- Revolution Time
- Chapter 1
- Grow Your Business Now
- Dave's Slingshot Goes Viral on Goliath
- The Stories behind the Story: United Airlines, Taylor Guitars, and Calton Cases
- Break a Taylor Guitar and You Break this Man's Heart
- A Teachable Moment
- Case Study in Real-Time Product Development
- United Comes Untied
- Dave's Big Win
- Real-Time Engagement
-
Preview: The New Rules of Social Media Book Series
- Inbound Marketing: Get Found Using Google, Social Media, and Blogs
- Get Seen: Online Video Secrets to Building Your Business
- Social Media Metrics: How to Measure and Optimize Your Marketing Investment
- Beyond Viral: How to Promote and Sustain Your Brand with Online Video
- Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business
- Index
- Have David Meerman Scott Speak at Your Next Event!
Product information
- Title: The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 3rd Edition
- Author(s):
- Release date: August 2011
- Publisher(s): Wiley
- ISBN: 9781118026984
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