What will you learn from this book
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Content Marketing is Essential: Scott emphasizes the importance of creating valuable and relevant content to attract and engage your target audience. Content marketing is a key driver in the new landscape of marketing and PR.
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Real-Time Engagement: The book stresses the significance of real-time engagement with your audience. In the digital era, being responsive and interacting with your audience in the moment is crucial.
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Social Media's Role: Social media platforms are powerful tools for connecting with your audience and distributing your content. Scott discusses how social media plays a vital role in modern marketing and PR strategies.
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Bypassing Traditional Gatekeepers: In the digital age, organizations can bypass traditional gatekeepers like mainstream media and directly reach their audience through online channels, blogs, and social media.
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The Long Tail: Scott introduces the concept of the long tail, emphasizing that the internet allows for niche targeting and the ability to reach specific, specialized audiences.
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Newsjacking: The book introduces the concept of newsjacking, which involves injecting your brand or ideas into breaking news to generate media coverage and gain attention.
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Persona Marketing: Scott discusses the importance of creating buyer personas to tailor your content and messages to specific segments of your audience.
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Search Engine Optimization (SEO): The book delves into the role of SEO in making your content discoverable online and attracting organic traffic to your website.
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Measurement and Analytics: Scott emphasizes the importance of measuring your marketing efforts and using analytics to understand what is working and where adjustments are needed.
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Global Reach: The internet enables organizations to reach a global audience. The book discusses how organizations can leverage digital strategies to expand their reach beyond traditional geographic boundaries.
| Language | English |
|---|---|
| ISBN-10 | 8126526793 |
| ISBN-13 | 9788126526796 |
| No of pages | 320 |
| Font Size | Medium |
| Book Publisher | Wiley India Pvt Ltd |
| Published Date | 02 Jun 2010 |
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The Internet has profoundly changed the way businesses communicate with current and potential customers. In the old days, marketers could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today, the rules have changed entirely. The New Rules of Marketing and PR is a one-of-a-kind, pioneering guide to the future of marketing. It offers a step-by-step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility and increase sales. It shows how large and small companies, nonprofits, entrepreneurs, political organizations, consultants, even rock bands and churches can leverage Web-based communication to get the right message to the right people at the right time, for a fraction of the cost of a big-budget advertising campaign. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.
Introduction
How the Web Has Changed the Rules of Marketing and PR
. Web-Based Communications to Reach Buyers Directly
Action Plan for Harnessing the Power of the New Rules