The New Rules of Marketing and PR : How to Use Content Marketing, AI, Social Media, Podcasting, Video, and Newsjacking 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 (483 pages)

Edition:

Ninth edition.

Place of Publication:

Hoboken, New Jersey : Wiley, [2024]

Summary:

"The rapid growth of generative artificial intelligence tools from AI giants like OpenAI and Google, plus a host of smaller startups, is the most significant development in modern marketing and PR since the first edition of the book was published back in 2007. Marketers and PR professionals who don't embrace these new technologies will quickly fall behind, putting them at a substantial competitive disadvantage compared to those who use these technologies skillfully. Therefore, the 9th edition is the most important update to the book yet. David Meerman Scott serves as an advisor to five AI companies and has used AI himself for years. In this new edition, he breaks through the hype to provide practical information and stories of success so readers can not only understand AI but also deploy AI tools in any size business. At the same time, while machines can certainly aid marketing in unprecedented ways, the 9th edition also shows why we need writers and designers and filmmakers and other creative people now more than ever. We learn insights about life from creatives in a way that AI never can--because AI can only build on what has come before. It's important to remember that we need human-centric communications to show how organizations are making people's lives better. In a world of AI, good communications, practiced by good humans, matters deeply."-- Provided by publisher.

Contents:

Cover

Title Page

Copyright Page

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

PR Used to Be Exclusively About the Media

PR 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 End of Mass Marketing

Tell Me Something I Don't Know, Please

KOREAZ Social Media Channels Deliver Digital Public Diplomacy as Entertainment

The End of Mass 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

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

Do You Allow Employees to Send Email? How About Letting Them Use Social Media?

The New Rules of Job Search.

Brewing Authenticity: How Kolkata Chai Co. Uses Instagram to Reach Interested Buyers

5 The Content-Rich Website

Political Advocacy on the Web

Content: The Focus of Successful Websites

Reaching a Global Marketplace

Make Your Site Mobile Friendly

Blogging to Share Your Passion

A Blog (or Not a Blog)

Not Another Junky Blog

Why You Need a Blog in the Age of Social Networking

Audio and Video Drive Action

How to Poop in the Woods

Putting It All Together with Content

Great Websites: More Art Than Science

6 Marketing and PR in Real Time

Real-Time Marketing and PR

Real-Time Customer Communications from Cubby Oil &amp

Energy

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 Application

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

Real-Time Video for Business

Crowdsourced Support

7 Artificial Intelligence for Marketing and PR

AI-Powered Marketing and PR

Your Marketing May Already Be AI-Powered

Find Ways for AI to Benefit Customers

Creating an AI Project

Making AI a Part of Your Marketing

Unlocking the Potential of AI for Use with Your Own Content

Remaining Human in a World of AI

Clams, Wagoneers, and Harings: Creativity Is Even More Important in an AI World

AI Companies and Content Creators Fight, or They Learn to Work Together

III Action Plan for Harnessing the Power of the New Rules

8 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

Doritos Silent "Crunch Cancelling" Plug-In for Gamers

How Beko Develops Products Global Consumers Are Eager to Buy

Modern-Day Hippies! Meet Stoned Immaculate's Unique Buyer Persona

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

Stick to Your Plan

9 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

Triathlon Coach Delivers Content for All Ability Levels

Why Salespeople's LinkedIn Profiles Don't Sell

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

10 Strategies for Creating Awesome Content

Ways to Get Your Information Out There

Blogs

Audio and Video.

Photos, Images, Graphs, Charts, and Infographics

Email Newsletters

Slide Presentations

Long-Form Written Content

Research and Survey Reports

Virtual Events

E-books

White Papers

An App for Anything

How to Create Thoughtful Content

Using AI to Make Content Creation Easier

How RTX Uses Journalists to Create Interesting Content

Your Web Content Must Be Accessible

Content Creation in Highly Regulated Industries

Content Ethics and Employee Guidelines

Thought Leaders from Outside Your Organization

Who Wrote That Awesome White Paper?

How Much Money Does Your Buyer Make?

11 How to Write for Your Buyers

An Analysis of Gobbledygook

Poor Writing: How Did We Get Here?

Branding Gone Amok™

Effective Writing for Marketing and PR

The Power of Writing Feedback (from Your Blog)

Injecting Humor into Product Descriptions

Brand Journalism at Boeing

12 Social Networking as Marketing

How to Use Facebook to Market Your Product or Service

Increase Engagements with Facebook Groups

Check Out My LinkedIn Profile

Tweet Your Thoughts to the World

Social Networking and Personal Branding

Write Your Biography in First Person

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

Which Social Networking Site Is Right for You?

Nextdoor, the Social Network for Local Businesses

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

13 Blogging to Reach Your Buyers

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

What Should You Blog About?

Blogging Basics: What You Need to Know to Get Started

Bling Out Your Blog

Building an Audience for Your New Blog

Tag, and Your Buyer Is It

Cities That Blog

What Are You Waiting For?

14 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

Sharing Beautiful Images on Instagram

Marketing Your Product with Photos on Instagram

Sharing with Pinterest

The Power of SlideShare for Showcasing Your Ideas

Infographics

Infographics as a Marketing Asset

15 Video and Your Buyers

What University Should I Attend?

Business-Casual Video

Have Fun with Your Videos

Stop Obsessing Over Video Release Forms

Your Smartphone Is All You Need

Video Made for Just £100 Grows Fans of a Welsh Hardware Store

Facebook Live Is Great for Real-Time Content Marketing

Create and Connect Through Live Video

Video to Showcase Your Expertise

A Lawyer with Seven Million TikTok Followers

Creating a Great Virtual Event

Getting Started with Video

Building a Business One YouTube Video at a Time

16 Audio Content via Podcasting and Social Audio

Grammar Girl Podcast

Podcasting 101

Clubhouse and Other Social Audio Apps

Creating Elegant Calls to Action in Social Audio and on Podcasts

17 How to Use News Releases to Reach Buyers Directly

News Releases in a Web World

The New Rules of News Releases

If They Find You, They Will Come

Driving Buyers into the Sales Process

Developing Your News Release Strategy.

Publishing News Releases Through a Distribution Service.

Notes:

Description based on publisher supplied metadata and other sources.

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9781394282180

1394282184

9781394282173

1394282176

OCLC:

1445900393