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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 4th Edition
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The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 4th Edition

by David Meerman Scott
July 2013
Intermediate to advanced content levelIntermediate to advanced
464 pages
12h 28m
English
Wiley
Content preview from The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, & Viral Marketing to Reach Buyers Directly, 4th Edition

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 it is for billions of other global 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 some big automaker sites. That was a big mistake. I was assaulted on the home pages with a barrage of TV-style broadcast advertising. And most of the one-way messages focused on price. For example, at the end of 2012 at Ford,1 the headlines screamed, “100 Hour Sales Event Year-End Celebration. Our freshest lineup now with Big Savings.” Chrysler2 announced a similar offer: “Big Finish 2012.” And over at Chevrolet,3 they were offering the Cruze model with “0% for 60 Months.”

I'm not planning to buy a car in the next 100 hours, thank you. I may not even buy one within 100 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. Sure, I got flash-video TV commercials, pretty pictures, and low financing offers on these sites, but little else.

I looked around for some personality on these sites and didn't find much, because the automaker websites portray their organizations as nameless, faceless corporations. In fact, the three sites I looked at are so similar that they're effectively interchangeable. ...

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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

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

David Meerman Scott

Publisher Resources

ISBN: 9781118711071Purchase book