O'Reilly logo

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 by David Meerman Scott

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 1

The Old Rules of Marketing and PR Are Ineffective in an Online World

Several times in the past few years, I have thought about buying a new car. As with hundreds of millions of other consumers, the web is my primary source of information when I consider a purchase, so I sat down at the computer and began poking around. Figuring they were the natural place to begin my research, I started with the big three automaker sites. That was a big mistake. At all three, I was assaulted on the home page with a barrage of TV-style broadcast advertising. And all the one-way messages focused on price. At Ford,1 the headlines screamed, “Model Year Clearance! 0% financing! 0 for gas!” Chrysler2 announced a similar offer: “Get employee pricing plus 0% financing!” And over at GM,3 they were having a “72-hour sale!” I'm not planning to buy a car within 72 hours, thank you. I may not even buy one within 72 days! I'm just kicking the virtual tires. All three of these sites assume that I'm ready to buy a car right now. But I actually just wanted to learn something.

Although I didn't know exactly what I wanted, I was sort of thinking about a compact SUV. Only GM offered a way to check out all of the company's SUV models in one place. To learn about all the Ford products, I had to go to the Ford, Mercury, and other brand sites separately, even though each brand is owned by Ford. These individual sites were no better help to me, a person who was considering a new car purchase possibly many months ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required