- Hardcover: 304 pages
- Publisher: John Wiley & Sons (12 Jun 2007)
- Language English
- ISBN-10: 0470113456
- ISBN-13: 978-0470113455
- Product Dimensions: 22 x 14.4 x 3 cm
- Average Customer Review: 4.0 out of 5 stars See all reviews (21 customer reviews)
- Amazon Bestsellers Rank: 304,979 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Review
Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing′s "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one–sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting–edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can′t substitute for a well–thought out marketing program. Besides emphasizing fundamentals like defining one′s audience, Scott also drills home the ethos and etiquette of the web, encouraging content that′s both useful and unobtrusive. This excellent look at the basics of new–millennial marketing should find use in the hands of any serious PR professional making the transition. (July) (Publishers Weekly, August 6, 2007)
"a valuable source of inspiration" (Brand Strategy, November 2007)
"This book is useful if you would like to learn more about new formats such as RSS, vodcasts and viral marketing." (Gulf Business, Vol. 12/ Issue 7)
"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, December 31, 2007)
"a valuable source of inspiration" (Brand Strategy, November 2007)
"...is useful if you would like to learn more about new formats such as RSS, vodcasts and viral marketing." (Gulf Business, Vol. 12/ Issue 7)
Review
"The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules which 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, The Father of Guerrilla Marketing and Author, Guerrilla Marketingseries of books
—Jay Conrad Levinson, The Father of Guerrilla Marketing and Author, Guerrilla Marketingseries 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 of How to Persuade People Who Don’t Want to be Persuaded and founder of Levy Innovation: A Marketing Strategy Firm
"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 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
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Most Helpful Customer Reviews
11 of 11 people found the following review helpful:
4.0 out of 5 stars
A quick read about how the Internet has changed marketing and PR practices,
By
This review is from: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (Hardcover)
David Meerman Scott asserts that the Internet has transformed marketing and public relations forever, and he's undoubtedly got a point; however, his argument is extremely light on facts and figures (the text contains hardly any numbers at all), and heavy on case studies. Based on Scott's blog, the book is anecdotal, chatty, easy to read and occasionally repetitive. Scott is an evangelist for using the Web in new ways, and his ideas are useful and practical. getAbstract recommends this book to experienced marketers who are unfamiliar with or skeptical of new media and techniques; younger readers may find it superficial or obvious.
37 of 39 people found the following review helpful:
4.0 out of 5 stars
New lamps for old,
By
This review is from: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (Hardcover)
There are some real gems and lots of good, solid, practical insights in this book. And I have to admit after some initial scepticism, this book is the first to provide me with real insight into how the Web, and blogging more specifically, can be used to aid PR and marketing strategies.
This said, I found Scott less good with the underpinning theory; he has a tendency to make a few too many assumptions and is a bit too loose with the generalisations. This isn't necessarily a bad thing in itself, as it can make the writing `pacy' and accessible. However, I would certainly take issue with the way he defines marketing. It's a pretty one-eyed view, and to make matters worse its advertising he focuses on in the list he draws up detailing its shortcomings. At the best of times resorting to `man of straw' arguments is dubious rhetoric, and initially this made me doubt the book's `authenticity' or thought leadership, as Scott would perhaps call it. I would also argue that `interruption advertising' still has its place both of itself and when integrated into Web-based strategies. The creative variations of Cadbury's `Gorilla' advertisement on YouTube offer an intriguing insight to what can be achieved. The issue I have with Scott's book is, that to begin, he is so concerned to argue the old marketing and PR rules are dead, that he dilutes the message about how the old and the new might be better integrated to deliver more effective communications, at whatever level of access. But by the end of the book, his more measured, thoughtful and practical approach had turned me around. For me, Scott sums up his book in the following statement. The new publishing model on the Web is about. . . delivering content when and where it is needed and, in the process, branding you or your organization as a leader. When you understand your audience, those people who will become your buyers, you can craft an editorial and content strategy just for them. . . . In order to implement a successful strategy, think like a publisher. Two final comments: understanding your audience is classic, `old marketing'. Secondly, thinking like a publisher is not exactly easy, but it's what conventional PR attempts to achieve when crafting messages for its audiences. So, let's be careful not throw out the baby with the bath water.
29 of 31 people found the following review helpful:
1.0 out of 5 stars
A good read if you are new to internet. That's all there is to it.,
By
This review is from: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (Hardcover)
If I get one good idea from each book I read, I'm quite happy.
This book truly has some good ideas like an analysis of the most over-used and under-meaningful phrases in PR. But apart from a handful of nice-to-knows this book is really disappointing. Too many pages for too few need-to-knows. This book is probably good for newbies to online (and social) media (i.e. they who don't know what a blog is), but I certainly cannot recommend it for "advanced users". For the former it's a nice kickstart, for the latter it's merely an overview of what you already know and hence a waste of precious time.
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