The New Rules of Marketing & PR by David Meerman Scott
The New Rules of Marketing & PR by David Meerman Scott was a fascinating book that I had as required reading for Quinnipiac University’s Social Media Platforms course (ICM522).
First of all, the premise is, like a lot of other books about the Internet and social media marketing, that marketing has become less of a one-size-fits-all/push system. Instead, it has instead evolved into a far more balanced bilateral conversation.
And perhaps the most interesting part of the book consists of the rules themselves, which are in Chapter 2, on page 31 and are as follows –
The New Rules
- First of all, marketing is more than just advertising
- In addition, public relations is for more than just a mainstream media audience
- You are what you publish
- And people want authenticity, not spin
- People want participation, not propaganda
- Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it
- Furthermore, marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the web
- In addition, public relations is not about your boss seeing your company on TV. It’s about your buyers seeing your company on the web
- Marketing is not about your agency winning awards. Instead, it’s about your organization winning business
- And the internet has made public relations public again, after years of almost exclusive focus on media
- Furthermore, companies must drive people into the purchasing process with great online content
- In addition, blogs, online video, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate
- And social networks like Twitter, Facebook, and LinkedIn allow people all over the world to share content and connect with the people and companies they do business with
- Finally, on the web, the lines between marketing and public relations have blurred
Because customers are talking back. And companies and their marketing departments had better start listening.
Review: 5/5 stars.