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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.
- Sales Rank: #425858 in Books
- Published on: 2017-08-07
- Original language: English
- Dimensions: .0" h x .0" w x .0" l,
- Binding: Paperback
- 480 pages
Most helpful customer reviews
0 of 0 people found the following review helpful.
Great Tips for anyone even if you're not in the Marketing or Media Industry!
By James Watson
I am a college senior studying at Ohio University. I had purchased this book to read during my Media Marketing class, and I must say that it is very influential. Not only does it give you great tips to have successful marketing campaigns, but also it gave me the drive and ambition to implement these tips with my own business (Band - NeverWake). David goes into sufficient details over many different spectrums of media marketing like blogging, newsletters, imagery, audio, listening to feedback, etc. I personally enjoyed reading David's thoughts on personal branding aside from business. We as individuals are essentially brands, so even if you aren't a CMO, executive, or in the media industry at all, this book has valuable information that we all can use in today's fast-growing, Web.20 society. He stressed the point of only managing a couple media platforms at once - "You can't go to every party at once". He also brought to my attention the importance of connecting with your fans. They are the consumers, and even though some of them aren't your intended audience, they can provide you with beneficial, constructive criticism. David discusses SEO (search engine optimization), which is very important for any size business, but more important to small business. Since search engines are the starting point of Internet browsers, you need to understand how to become a competitor to big business by having your products or brand show up in search engines. One chapter of this book explains the ways to maximize potential on social media networks such as Facebook and Twitter. Since social media is flooded with millions of potential customers, utilizing them effectively can help increase your fan base, which in turn will hopefully raise revenue or awareness of your brand if anything else. Every business wants to sell, obviously. David explains how to drive your customers through the buying process from start to finish. This particular chapter stresses virality and how to get your campaign to explode. Every aspect of this book seems to keep coming back to blogging. I am not a blogger, but after reading this book, I know I need to start. The best advertising is word-of-mouth. Many people will only listen to others reviews prior to buying a product (such as some of you may be doing right now). Bloggers will do all of the PR and new releases for you. All you need is a couple of early adopters to start blogging about your company or products, and the virality number will only exponentially grow from there. I also really enjoyed this book because David doesn't just tell you what to do. There is no script on how to market, but he gives you great information so that you can take his advice and cultivate your own campaigns. He explains some past campaigns from other businesses with results and numbers from all forms of digital marketing. This serves as a good foundation and as a starting point to one-up those campaigns. Overall, I would recommend this book. It opened up a new mentality of marketing, personally. I have read other reviews about this book and some say that it is written for big businesses and lacks information for small businesses, but I would have to disagree. This book covers a broad spectrum of digital marketing, but also gives sufficient information. I am not saying that you will agree with every sentence and every chapter, but I guarantee that this book will help kick-start your next campaign and give you a new ideas on how to succeed by using digital marketing.
0 of 0 people found the following review helpful.
Why You Should Buy The New Rules of Marketing and PR
By Julian Harris Gibson
In the book New Rules of Marketing and PR, author David Meerman Scott provides a roadmap for all those who need either an introductory lesson or a refresher course in the ever-changing world of digital marketing and online public relations. The book begins by giving readers an insightful forward from Robert Scoble, a veteran public relations professional with decades of experience working for global companies like Google.
Once the ride through the chapters begins, Scott explains why keeping up with the latest trends in public relations may be the best job security you can have. In the social media age, a public relations practitioner must be able to manage the image and content of their employers in both the physical and digital worlds. In the early chapters, Scott goes through each of the major social media platforms such as Facebook, Twitter, Foursquare and LinkedIn.
Scott explains the pros and cons of each platform and how a savvy practitioner can build their audience by following a few simple steps. Most importantly, Scott explains that we should look at each social media site as a tool to use like a wrench or hammer to express ideas and build an audience. Scott warns us not to get too infatuated with the platform itself because today's hottest social media site could be tomorrow's MySpace.
The title of Scott's book may be simple, but is reflective of a movement in marketing and communication that has changed all the old rules and finally let the laymen have a seat at the grown up table.
In the first chapter, Scott makes a convincing case for the need for new rules by describing his experience with looking for a car online. Scott brilliantly states that the big three automakers were addicted to the "crack cocaine of marketing". Scott's easy going approach makes technical subjects like target audiences, SEO, and long-tail marketing seem understandable.
The best feature of New Rules in my opinion was the way Scott layered each chapter like a cake so that everything you learn in chapter 2 builds on what you learned in chapter 1. For example, the first chapter explains the old rules of marketing and PR, the second chapter follows up with the new rules- you get the point.
Many marketing books fill the first five or so chapters with information you already know or audacious promises that you are about to change your life with the secret information revealed in the next chapter. Scott wastes no time and gets straight to the goods in New Rules. Scott's commitment to informative simplification makes this book an easy, fun and useful read.
A highlight of the early chapters is the section on long-tail marketing. This principle teaches us that while marketers previously competed to reach customers in the center of the bell curve, now they chase the niche customers on the long tails of the market.
When Scott explains how a small online book retailer used this technique to become a juggernaut, readers are pulled in for the rest of the ride through the chapters. By the way, that little book retailer was Amazon.com!
As the reader journeys further down the rabbit hole with Scott, you learn about how to reach the consumer directly and bypass the gatekeepers. Scott breaks down blogging and podcasting, how these tools are useful and how even the most computer illiterate person can blog with the best of them- with the New Rules. Scott's lessons and rules to the game are easy to understand and help educate those willing to learn how they can become the most valuable person in their marketing and PR departments.
Another great feature of the eBook version of New Rules is the fact that you can highlight any term and research it further. Furthermore, the end of each chapter has links that take you to extra content online. Scott even gives away a template for readers to help develop their own marketing strategy. Scott's generosity makes this book seem even more credible and user-friendly.
As the book winds to a close, Scott covers topics like content-rich websites and how to become a global entity even if you're a small, local business. However, the jewel of the entire book may be chapter 10 which focuses on marketing and PR in real time. The skills and insight delineated in the previous chapters culminate in this chapter. According to Scott, social media really is beneficial when you can catch a wave of searches or web traffic. If you can tie your service or product to a trending topic it can pay off large dividends.
In conclusion, Scott has written a great book that is useful to both the novice and senior-level strategist. This book is a roadmap to PR stardom for the willing and ambitious. I recommend it for all public relations practitioners "in-training" and veteran practitioners who need a little retraining on the New Rules of Marketing and PR.
For more insight on PR:
Follow me on Twitter: @prgroove
theprgroove.wordpress.com
1 of 1 people found the following review helpful.
Good as a reference book
By @swansoninsight
The good stuff:
David Meerman Scott intentionally wrote this book in such a way that you can skip around. As long as you read the introductory chapters, you can jump ahead to chapter on blogging, come back later to read the chapter on mobile marketing, etc. It's also written very well - you can skim through a chapter and easily understand the content and big ideas before you actually read that chapter. This makes is a very easy read. I find that most authors write with themselves in mind, but Scott wrote with his readers in mind, which is very refreshing.
Also, this book explains pretty well the concepts in easy-to-understand ways. This book is NOT written with technical people in mind, so if you've spent the last decade of your life plugged into an iPod while surfing social media sites, this book will bore you. The intended audience is executives, small business owners, and marketing/PR/sales people, and it does a great job of catering to them.
The not-so-good stuff:
I disagreed with some of his assertions regarding the criticality of these "New Rules." His book seems to teach that you can be wildly successful just be having a great online presence. I believe that success is largely about relationships, and relationships are about people - not Twitter followers, YouTube subscribers, blog commenters. etc. As such, I think his views are a bit short-sighted.
I also disagreed with how easy he makes it all seem. This is his primary line of work so I can understand how it all comes naturally to him, but I think people who try to roll out marketing and PR plans based on his "new rules" will find it takes a great deal more times and effort than Scott seems to indicate. I'm not saying that people shouldn't follow his advice - just that they should be prepared to invest quite a bit of time and energy.
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