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Zusammenfassung von The New Rules of Marketing & PR

Name: The New Rules of Marketing & PR
Rating: 4.3 (72 reviews)
Author: David Meerman Scott

David Meerman Scott

How To Use Social Media, Online Video, Mobile Applications, Blogs, New Releases & Viral Marketing to Reach Buyers Directly

4.3 (72 Bewertungen)

17 Min.

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Marketing

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The New Rules of Marketing & PR
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What’s in it for me? Learn how to ramp up your company’s marketing efforts with social media.

Advertising has changed a lot since the “Mad Men” era of the 1960s. Gone are the three-martini lunches and huge, sprawling campaigns that took months to plan.

Any savvy business executive today knows that advertising broadly, across a number of media channels, is neither effective nor fruitful. Gone too are the days of spending huge amounts of cash on newspaper, radio, magazines or television placements.

Today, thanks to the internet, marketing and public relations offer many more opportunities than before. These blinks will walk you through how to produce effective marketing in our digital age.

In these blinks, you’ll learn

how to react if your company gets bad-mouthed on social media;
how local blogs helped Barack Obama fine-tune his presidential campaign; and
why a podcast could help get your business the brand recognition it needs.

Revolutionize your brand with a robust online presence and say goodbye to old-fashioned marketing!

The internet is a powerful tool for many things, from downloading movies to video chatting with loved ones. But it has also transformed the face of business, and not just through online shopping! Importantly, the internet has revolutionized marketing.

Well-designed websites, powerful images, and engaging audio or video clips are the new tools marketers can use to encourage dialogue, gain publicity and raise awareness for a brand.

The internet’s power stems not only from the fact that it’s global but also that it’s fast and free. There’s no question that with such credentials, the internet holds incredible potential for marketers.

So how do today’s marketing geniuses use the power of the internet?

One example is a rainforest eco-resort in Western Belize, the Lodge at Chaa Creek, which has a talented content team. This team provides potential travelers with relevant, well-crafted stories on their blog.

With posts such as “Ten Reasons Why Belize Makes a Honeymoon Blissful,” as well as other engaging stories about what young and environmentally conscious adventurers can do in the country, the Lodge has become a respected source of information about tourism in Belize.

And even though the blog’s content seldom advertises the Lodge at Chaa Creek directly, many of the blog’s readers often end up staying there. Some 80 percent of new bookings are the result of intelligent content marketing, specifically created to show readers that the lodge is a business that has its customers’ best interests at heart.

Are you ready to create a brilliant online presence for your brand? It’s all a matter of taking the right steps, as we’ll find out in the next blinks.

Ignore social media at your brand’s peril. Get involved and start the conversation!

These days, customers can scrutinize your brand on social media and publish their own thoughts to an audience of hundreds, if not thousands, of people. Whatever they communicate can make or break a company’s reputation!

If you want your brand to thrive in this hyperconnected world, there are a few things to keep in mind.

Don’t underestimate the power of blogs, as they are powerful tools for promoting brand awareness.

Wouldn’t you like to know what people are saying about your company? Granted, the truth might not always be pleasant, but once you start seeing such chatter as brand feedback, it can be incredibly valuable. This is why the importance of bloggers should never be underestimated.

A blog is a personal website, in which someone who either specializes or is interested in a certain topic shares stories and opinions. Blogs can offer fascinating reading material and often build followings with thousands of dedicated readers.

Use video and audio clips to tell your brand’s story and build a loyal online following.

Creating videos and sharing them across multiple online platforms has never been easier than today. In fact, video is primed to become the leading form of digital marketing.

But what should your videos be about? To take advantage of the power of video to communicate your brand message, you’ve got to tell an authentic story.

Not every video goes viral; great content is based on big ideas and individual creativity.

Going “viral” has a lot to do with luck and timing. But there are patterns to which a savvy marketer should pay attention. If you want to generate buzz for your brand, you can use these patterns to your company’s advantage.

First, you need an idea that people will want to share. And although you might think your product is great, chances are a simple story about it won’t go viral.

Offer real-time, behind-the-scenes updates on brand projects to get your followers excited.

For better or worse, the internet has changed our lives forever. With instant communication and endless information at our fingertips, daily life moves at a much faster pace than before.

The same goes for doing business, and the most successful brands know how to act quickly to get the marketing results they want.

Get to know your buyers so you can tailor your brand strategy to their particular needs.

Let’s go back to the basics for a moment. If you want to target the right customers, you first have to know who they are. For this purpose, you need to establish buyer personas.

Buyer personas are the foundations for any effective marketing campaign. These personas allow you to create a model of your ideal customer, and then tailor your branding accordingly.

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Worum geht es in The New Rules of Marketing & PR?

The New Rules of Marketing & PR (2007) is your guide to the world of online marketing strategies. These blinks explain how and why communicating with authenticity and agility on social media will help you reach more customers and take your brand to the next level.

Wer The New Rules of Marketing & PR lesen sollte

Business leaders hoping to modernize their brand
Marketing and PR managers looking to hone online outreach skills
Anyone curious about how companies use social media for branding

Über den Autor

David Meerman Scott is a marketing and sales strategist, speaker and bestselling author of internationally acclaimed books such as Real-Time Marketing and PR and The New Strategic Selling. Scott was previously vice president of marketing at NewsEdge Corporation, now owned by Thomson Reuters.

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