The New Rules of Marketing and PR

How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly
 
 
Wiley (Verlag)
  • 6. Auflage
  • |
  • erschienen am 12. Juli 2017
  • |
  • 448 Seiten
 
E-Book | ePUB mit Adobe DRM | Systemvoraussetzungen
978-1-119-36244-9 (ISBN)
 
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.
6. Auflage
  • Englisch
  • New York
  • |
  • USA
John Wiley & Sons
  • 1,85 MB
978-1-119-36244-9 (9781119362449)
111936244X (111936244X)
weitere Ausgaben werden ermittelt
DAVID MEERMAN SCOTT is the author of ten books including Real-Time Marketing & PR, The New Rules of Sales & Service, and Newsjacking. David's popular blog, advisory work with fast-growing companies, and speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers directly and in real time.
  • 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
  • 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
  • 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
  • Reach Even More Interested Buyers with RSS Feeds
  • Simultaneously Publish Your News Releases to Your Website
  • The Importance of Links in Your News Releases
  • Focus on the Keywords and Phrases Your Buyers Use
  • Include Appropriate Social Media Tags
  • If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
  • 19: Your Newsroom: A Front Door for Much More Than the Media
  • Your Newsroom as (Free) Search Engine Optimization
  • Reaching Reporters and Editors and Telling Your Story
  • Best Practices for Newsrooms
  • Start with a Needs Analysis
  • Optimize Your News Releases for Searching and for Browsing
  • Include Links to Your Social Networking Feeds
  • Create Background Information That Helps Journalists Write Stories
  • Include Multimedia Content
  • Include Detailed Product Specs and Other Valuable Data
  • If Appropriate, Go Global
  • Provide Content for All Levels of Media Understanding
  • List Executive Appearances, Conferences, and Trade Show Participation
  • Include Calls to Action for Journalists
  • Embrace Bloggers as You Do Traditional Journalists
  • Avoid Jargon, Acronyms, and Industry-Speak
  • The Importance of RSS Feeds in Your Newsroom
  • The Mobile Media Room
  • Showcase Your Experts
  • Ontario University Shines Spotlight on Faculty Researchers
  • A Newsroom to Reach Journalists, Customers, and Bloggers
  • 20: The New Rules for Reaching the Media
  • ``Re:,´´ Nontargeted Pitches, and Other Sleazy Tactics
  • The New Rules of Media Relations
  • Blogs and Media Relations
  • How Blog Mentions Drive Mainstream Media Stories
  • Launching Ideas with the U.S. Air Force
  • How to Pitch the Media
  • 21: Newsjacking Your Way into the Media
  • Journalists Are Looking for What You Know
  • Get Your Take on the News into the Marketplace of Ideas
  • Blog It and Post It to Your Online Media Room
  • Send a Real-Time Media Alert
  • Harness the Power of the Podium
  • Live-Stream It
  • Comment on Breaking News Stories at Online Publications
  • Use Media Tip Lines
  • Tweet to Appropriate Reporters
  • How to Find News to Jack
  • Tracking People You Know
  • Monitoring Keywords and Phrases
  • Be Open to Serendipity
  • Tying Your News to Current Events
  • Twitter Is Your Newsjacking Tool
  • Beware: Newsjacking Can Damage Your Brand
  • Newsjacking for Fun and Profit
  • 22: Search Engine Marketing
  • Making the First Page on Google
  • Search Engine Optimization
  • Own Your Marketing Assets Instead of Renting Them
  • The Long Tail of Search
  • Carve Out Your Own Search Engine Real Estate
  • Web Landing Pages to Drive Action
  • Optimizing the Past
  • Search Engine Marketing in a Fragmented Business
  • 23: Make It Happen
  • Your Mind-Set
  • The Journey from a Traditional Marketing Executive to a Modern CMO
  • Manage Your Fear
  • Getting the Help You Need (and Rejecting What You Don't)
  • The One Question to Ask a Prospective Agency
  • When Lawyers Get in the Way
  • Bring a Journalist onto Your Team
  • Managing Your Colleagues and Bosses
  • Bringing It All Together: Brand Journalism at Cleveland Metropolitan School District
  • Great for Any Organization
  • Now It's Your Turn
  • Acknowledgments for the Sixth Edition
  • About the Author
  • Index
  • Master Newsjacking Course
  • Have David Meerman Scott Speak at Your Next Event!
  • End User License Agreement

Praise for The New Rules of Marketing & PR


"The silos that marketing and PR have been operating in are crumbling. This monumental shift has redefined the ways that brands target, engage, and build relationships with their audiences. David Meerman Scott's visionary approach started a chain reaction whose effects can still be felt today. The legend that is The New Rules of Marketing & PR continues to be one of the most influential books in the hybrid marketer's library."

-Jason A Miller, Global Content Marketing Leader at LinkedIn and Author of Welcome to the Funnel

"This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition."

-Publishers Weekly (starred review)

"This is absolutely the best book on the new world of marketing and PR. David Meerman Scott is 'the teacher's teacher in the world of social media.' I get all my best stuff from him. In fact, I buy each new edition because, in the ever-changing world of online marketing, if you don't stay current, you die a fast death. This edition is so new that it includes tools I hadn't even heard of yet. You'll love it."

- Michael Port, New York Times Bestselling Author of Book Yourself Solid

"Most professional marketers-and the groups in which they work-are on the edge of becoming obsolete, so they'd better learn how marketing is really going to work in the future."

-BNET, "The Best & Worst Business Books"

"The New Rules of Marketing & PR has inspired me to do what I have coached so many young artists to do, 'Find your authentic voice, become vulnerable, and then put yourself out there.' David Meerman Scott expertly and clearly lays out how to use many great new tools to help accomplish this. Since reading this book, I have been excited about truly connecting with people without the filter of all the 'old PR' hype. It has been really energizing for me to speak about things that I really care about, using my real voice."

-Meredith Brooks, Multi-Platinum Recording Artist, Writer, Producer, and Founder of record label Kissing Booth Music

"I've relied on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past eight years. David's book is a bold, crystal-clear, and practical guide toward a new (and better) future for the profession."

-Stephen Quigley, Boston University

"What a wake-up call! By embracing the strategies in this book, you will totally transform your business. David Meerman Scott shows you a multitude of ways to propel your company to a thought leadership position in your market and drive sales-all without a huge budget. I am a huge fan and practitioner of his advice."

-Jill Konrath, Author of Snap Selling and Chief Sales Officer, SellingtoBigCompanies.com

"David is a leading expert on how the digital age has dramatically changed marketing and PR. A great guide for large and small companies alike to navigate the 'new rules.'"

-Martin Lindstrom, New York Times Bestselling Author of Buyology: The Truth and Lies about Why We Buy

"When I read the New Rules for the first time, it was a 'eureka' moment for me at HubSpot. David nailed the fundamental shifts going on in the buyer-seller relationship and wrote the classic text to help marketers take advantage of them."

-Brian Halligan, HubSpot CEO and Co-Author of Inbound Marketing

"The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing & PR, goes far beyond technology and explores the ramifications of the web as it pertains to people. He sets down a body of rules that show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life case histories and an engaging style."

-Jay Conrad Levinson, Father of Guerrilla Marketing and Author, Guerrilla Marketing series of books

"The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization."

-Mark Levy, Co-Author, How to Persuade People Who Don't Want to Be Persuaded, and Founder of Levy Innovation: A Marketing Strategy Firm

"Revolution may be an overused word in describing what the Internet has wrought, but revolution is exactly what David Meerman Scott embraces and propels forward in this book. He exposes the futility of the old media rules and opens to all of us an insiders' game, previously played by a few well-connected specialists. With this rule book to the online revolution, you can learn how to win minds and markets, playing by the new rules of new media."

-Don Dunnington, President, International Association of Online Communicators (IAOC); Director of Business Communications, K-Tron International; and Graduate Instructor in Online Communication, Rowan University, Glassboro, New Jersey

"The history of marketing communications-about 60 years or so-has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because of the overwhelming power and influence of the web and other electronic communications, is about engaging in conversation with prospects and leading/persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong-arm force."

-Roy Young, Chief Revenue Officer, MarketingProfs.com, and Co-Author, Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence, and Business Impact

"David Meerman Scott not only offers good descriptions of digital tools available for public relations professionals, but also explains strategy, especially the importance of thinking about PR from the public's perspectives, and provides lots of helpful examples. My students loved this book."

-Karen Miller Russell, Associate Professor, Grady College of Journalism and Mass Communication, University of Georgia

"This is a must-read book if you don't want to waste time and resources on the old methods of Internet marketing and PR. David Meerman Scott reviews the old rules for old times' sake while bridging into the new rules for Internet marketing and PR for your cause. He doesn't leave us with only theories, but offers practical and results-oriented how-tos."

-Ron Peck, Executive Director, Neurological Disease Foundation

"The New Rules of Marketing & PR is all about breaking the rules and creating new roles in traditional functional areas. Using maverick, nontraditional approaches to access and engaging a multiplicity of audiences, communities, and thought leaders online, PR people are realizing new value, influence, and outcomes. We're now in a content-rich, Internet-driven world, and David Meerman Scott has written a valuable treatise on how marketing-minded PR professionals can leverage new media channels and forums to take their stories to market. No longer are PR practitioners limited in where and how they direct their knowledge, penmanship, and perception management skills. The Internet has multiplied and segmented a wealth of new avenues for directly reaching and activating key constituencies and stakeholders. A good book well worth the read by all marketing mavens and aging PR flacks."

-Donovan Neale-May, Executive Director, CMO Council

"The New Rules of Marketing & PR provides a concise action plan for success. Rather than focusing on a single solution, Scott shows how to use multiple online tools, all directed toward increasing your firm's visibility and word-of-mouth awareness."

-Roger C. Parker, Author of The Streetwise Guide to Relationship Marketing on the Internet and Design to Sell

"Once again we are at a critical inflection point on our society's evolutionary path, with individuals wresting away power and control from institutions and traditional gatekeepers who control the flow of knowledge and maintain the silo walls. As communications professionals, we have little time to figure out what has changed, why it changed, and what we should be doing about it. If you don't start doing things differently and start right now, you may as well start looking for your next career path. In a world where disruption is commonplace and new ways of communicating and collaborating are invented every day, what does it take for a hardworking, ethical communications professional to be successful? David Meerman Scott's book, The New Rules of Marketing & PR, is an insightful look at how the game is changing as we play it and some of the key tactics...

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