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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) --This text refers to an out of print or unavailable edition of this title.
Product Description
For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web–based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one–of–a–kind guide includes a step–by–step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.
--This text refers to an out of print or unavailable edition of this title.
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Most Helpful Customer Reviews
11 of 11 people found the following review helpful
Format: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
Format: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.
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
Format: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.
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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Most Recent Customer Reviews
Easy and interesting read
I am a marketing student in my final year and bought this due to our syllabus changing slightly to incorporate the changes that are occurring within the marketing communications... Read more
Published on 24 May 2010 by Kit Kat
Makes net marketing clear
Although i feel the book spends too much time introducing the information it is going to present to you, it is clearly written and its success is testament to the concepts within... Read more
Published on 15 Feb 2010 by H. Marshall
Easy To Understand & Practical Book on Social Marketing
This a very practical book to help you understand the importance of social marketing. It shows you a variety of ways that you can start using easy tools to promote your business... Read more
Published on 6 Jan 2010 by J. Carter
Don't waste your money... you already know these things
Hi,
I bought this book because of the good comments it got and I liked the title as well. I thought, it will tell me something new... Read more
I bought this book because of the good comments it got and I liked the title as well. I thought, it will tell me something new... Read more
Published on 13 Dec 2009 by Daniel Vaczi
A refreshing look at how to talk to people...
Scott's book on what he calls the new rules of marketing and PR is a great starter for anyone beginning to think about how better to market and promote themselves or their business... Read more
Published on 30 Nov 2009 by Kirsty J. Band
Excellent content strategy
Meerman Scott indicates how to set a good targeted content strategy. The use of social media is giving the organisations different channels to communicate with customers, but as... Read more
Published on 14 Oct 2009 by C. E. Lopez Ferreira
Good advice to think about!
If you are new to the internet and using the internet as a marketing tool then this is a must read. I personally read this twice the second time with a highlighter to fully... Read more
Published on 13 Sep 2009 by Gavin Leonard
Extremely useful for owners of small and medium business
David's out-of-the-box thinking and truly original approach reframes what marketing is, and not just for online businesses but any other venture. Read more
Published on 1 Sep 2009 by Andras Baneth
Easy to read and full of helpful ideas
This book walks you through most of the new ways to communicate in the digital space. It's full of interesting case histories and useful links. Read more
Published on 15 April 2009 by James Mccobb
Well written, interesting read
A well written, interesting read. Does exactly what the title indicates. It also gives a good overview of the usual way of doing PR work, which is interesting if you haven't been... Read more
Published on 2 April 2009 by Alain Baute
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