The new rules of marketing & PR : how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly / David Meerman Scott.

Format:

Book

Author/Creator:

Scott, David Meerman, author.

Language:

English

Subjects (All):

Internet marketing.

Internet in public relations.

Physical Description:

1 online resource.

Edition:

Sixth edition.

Place of Publication:

Hoboken, New Jersey : Wiley, 2017.

Summary:

The international bestseller--now in a new edition When it comes to marketing, anything goes in the Digital Age, right? Well, not quite. While marketing and public relations tactics do seem to change overnight, every smart businessperson knows that it takes a lot more than the 'next big thing.' The New Rules of Marketing & PR is an international bestseller with more than 375,000 copies sold in twenty-nine languages. In the latest edition of this pioneering guide to the future of marketing, you'll get a step-by-step action plan for leveraging the power of the latest approaches to generating attention for your idea or your business. You'll learn how get the right information to the right people at the right time--at a fraction of the cost of traditional advertising. The Internet continues to change the way people communicate and interact with each other, and if you're struggling to keep up with what's trending in social media, online videos, apps, blogs, or more, your product or service is bound to get lost in the ether. In The New Rules of Marketing & PR , you'll get access to the tried-and-true rules that will keep you ahead of the curve when using the latest and greatest digital spaces to their fullest PR, marketing, and customer-communications potential. Keeping in mind that your audience is savvy and crunched for time, this essential guide shows you how to cut through the online clutter to ensure that your message gets seen and heard. Serves as the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and non-profit managers Offers a wealth of compelling case studies and real-world examples Includes information on new platforms including Facebook Live and Snapchat Shows both small and large organizations how to best use Web-based communication Finally, everything you need to speak directly to your audience and establish a personal link with those who make your business work is in one place.

Contents:

The New Rules of Marketing &amp

PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

Contents

Introduction

The New Rules

Life with the New Rules

What's New

Writing Like on a Blog, But in a Book

Showcasing Success

I: How the Web Has Changed the Rules of Marketing and PR

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

2: The New Rules of Marketing and PR

The Most Important Communications Revolution in Human History

Open for Business

The Long Tail of Marketing

Tell Me Something I Don't Know, Please

Bricks-and-Mortar News

The Long Tail of PR

The New Rules of Marketing and PR

The Convergence of Marketing and PR on the Web

3: Reaching Your Buyers Directly

The Right Marketing in a Wired World

Let the World Know about Your Expertise

Develop Information Your Buyers Want to Consume

Big Birge Plumbing Company Grows Business in a Competitive Market

Buyer Personas: The Basics

Think Like a Publisher

Staying Connected with Members and the Community

Know the Goals and Let Content Drive Action

Real-Time Business at American Airlines Reaches Buyers Directly

II: Web-Based Communications to Reach Buyers Directly

4: Social Media and Your Targeted Audience

What Is Social Media, Anyway?

Social Media Is a Cocktail Party

``Upgrade to Canada´´ Social Program Nabs Tourists from Other Countries.

Social Networking and Agility

When Social Networking Doesn't Work: The Cannabis Business in America

The New Rules of Job Search

How to Find a New Job via Social Media

Social Networking Drives Adagio Teas' Success

5: Blogs: Tapping Millions of Evangelists to Tell Your Story

Why You Still Need a Blog in the Age of Social Networking

Blogs, Blogging, and Bloggers

A Blog (or Not a Blog)

California Lawyer Blogs to Build Authority and Drive More Business

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

Bloggers Love Interesting Experiences

How to Reach Bloggers around the World

Do You Allow Employees to Send Email? How about Letting Them Blog?

Not Another Junky Blog

Get Started Today

6: Audio and Video Drive Action

Improv with the CIO

What University Should I Attend?

Building a Business One YouTube Video at a Time

Have Fun with Your Videos

Audio Content Delivery through Podcasting

Hack the Entrepreneur Podcast Delivers New Customers for Host's Business

Grammar Girl Podcast

7: 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

8: The Content-Rich Website

Political Advocacy on the Web

Content: The Focus of Successful Websites.

Reaching a Global Marketplace

Make Your Site Mobile Friendly

Putting It All Together with Content

Great Websites: More Art Than Science

9: Marketing and PR in Real Time

Real-Time Marketing and PR

John Green Thumps Tom Cruise

Develop Your Real-Time Mind-Set

Real-Time Blog Post Drives 1 Million in New Business

The Time Is Now

Create Advertising Based on Real-Time Events

Respond to Citizens Right Away

Create a Real-Time Product

Donate Your Product to Those in Need

Tweet Thoughts to Your Market When They Are Watching

Comment on Regulatory Change in Your Industry

Use a News Release to React to Another Company's Announcement

Snapchat for Business

Crowdsourced Support

III: Action Plan for Harnessing the Power of the New Rules

10: 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

How Beko Develops Products Global Consumers Are Eager to Buy

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

Stop Thinking of Content Creation as a Marketing Expense

In 2016 the Best Marketer Was Elected President

Stick to Your Plan

11: Growing Your Business: How Marketing and PR Drive Sales

It's Time for a Sales Transformation

How Web Content Influences the Buying Process

Tips for Creating a Buyer-Centric Website

Develop a Site Personality

Photos and Images Tell Your Story

Include Interactive Content Tools

Make Feedback Loops Available.

Provide Ways for Your Customers to Interact with Each Other

Make Sure Your Site Is Current

Include Social Media Share Buttons

Think about Your Buyers' Preferred Media and Learning Styles

Create Content with Pass-Along Value That Could Go Viral

Step 1: Sales Begin with Informational Content

Step 2: A Friendly Nudge

Step 3: Closing the Deal

An Open-Source Marketing Model

Salespeople as Content Curators

Your Company's Salesperson-in-Chief

Educating Your Salespeople about the New Buying Process

Registration or Not? Data from an E-Book Offer

Close the Sale-Continue the Conversation

Measure and Improve

How a Content Strategy Grew Business by 50 Percent in One Year

12: Strategies for Creating Awesome Content

Ways to Get Your Information Out There

Blogs

Audio and Video

Photos, Images, Graphs, Charts, and Infographics

Slide Presentations

Long-Form Written Content

Research and Survey Reports

Email Newsletters

Webinars

E-Books

White Papers

An App for Anything

How to Create Thoughtful Content

How Raytheon Uses Journalists to Create Interesting Content

Content Creation in Highly Regulated Industries

Leveraging Thought Leaders Outside Your Organization

Who Wrote That Awesome White Paper?

How Much Money Does Your Buyer Make?

13: How to Write for Your Buyers

An Analysis of Gobbledygook

Poor Writing: How Did We Get Here?

Effective Writing for Marketing and PR

The Power of Writing Feedback (from Your Blog)

Injecting Humor into Product Descriptions

Brand Journalism at Boeing

14: Social Networking as Marketing

Television's Eugene Mirman Is Very Nice and Likes Seafood

Facebook: Not Just for Students

How to Use Facebook to Market Your Product or Service

Increase Engagements with Facebook Groups and Apps.

Why Google Plus Is Important for Your Business

Check Out My LinkedIn Profile

Tweet Your Thoughts to the World

Social Networking and Personal Branding

The CIA Joins Twitter

The Sharing More Than Selling Rule

Make 85 Percent Sharing and Engaging

Make 10 Percent Original Content

Make 5 Percent or Less a Promotion about What You Do

Connecting with Fans

How Amanda Palmer Raised a Million Dollars via Social Networking

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

Build a Passionate Fan Base

Social Networking and Crisis Communications

Why Participating in Social Media Is Like Exercise

15: 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

Cities That Blog

Blogging outside North America

What Are You Waiting For?

16: An Image Is Worth a Thousand Words

Photographs as Compelling Content Marketing

Images of Real People Work Better Than Inane Stock Photos

How to Market an Expensive Product with Original Photographs

Why I Love Instagram

Marketing Your Product with Photos on Instagram

Sharing with Pinterest

The Power of SlideShare for Showcasing Your Ideas

Infographics

17: Video and Podcasting Made Easy

Video and Your Buyers

Business-Casual Video

Stop Obsessing over Video Release Forms

Your Smartphone Is All You Need

Facebook Live Is Great for Real-Time Content Marketing

Video to Showcase Your Expertise

Getting Started with Video

Video Created for Buyers Generates Sales Leads

Podcasting 101.

18: How to Use News Releases to Reach Buyers Directly.

Notes:

Includes index.

Description based on print version record.

ISBN:

1-119-36247-4

1-119-36244-X

OCLC:

994859091