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23 of 23 people found the following review helpful:
New lamps for old
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...
Published 20 months ago by G. C. Fry
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9 of 10 people found the following review helpful:
A good read if you are new to internet. That's all there is to it.
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...
Published 13 months ago by Rogiers Vladimir
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23 of 23 people found the following review helpful:
New lamps for old, 3 Mar 2008
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.
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7 of 7 people found the following review helpful:
A quick read about how the Internet has changed marketing and PR practices, 21 Jan 2008
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.
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13 of 14 people found the following review helpful:
A Great Resource, 17 Oct 2007
This is a fantastic resource for anyone just starting to get to grips with e-pr. Full of ideas of how to make the best use of the internet to drive your public relations campaign.
However, it is very Americanised and, unless it is updated yearly, it is unlikely to keep up with the fast pace of the net.
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9 of 10 people found the following review helpful:
A good read if you are new to internet. That's all there is to it., 21 Oct 2008
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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2 of 2 people found the following review helpful:
Essential Social Media marketing for all sizes of business, 11 Mar 2009
This book is divided into three main sections, entitled:
`How the Web has changed the rules of Marketing & PR'
`Web-Based Communications to Reach Buyers Directly'
`Action Plan for Harnessing the Power of the New Rules'
There are easily understandable descriptions of the different media covered (thankfully just the main ones) and guidelines on how to use them (this is by far the longest section). I wasn't disappointed by this book and was pleased to learn some new techniques to include in my own marketing campaigns.
While the author is keen to point out that online methods shouldn't replace the existing offline marketing & PR efforts, there is a definite bias towards the new; and a veiled warning that traditional media needs to look to its laurels and keep up.
What makes this book so valuable is that the comprehensive content can be applied to such a wide variety of organisations - from corporation to solo consultancy, non-profit, church, school - the list is all-encompassing.
There are plenty of case studies to demonstrate the major points, including some of the author's personal experiences.
I have been using many of the techniques covered to promote my business for some time, and was pleased to find that this book still provided new ideas for me to try, as well as explaining others which had been a bit unclear beforehand!
The total novice might find the comprehensive contents overwhelming, but should still be able to follow the step-by-step action plan to extend their online presence. By keeping each chapter short, the author ensures there is time to absorb one concept before moving on to the next.
Because of the incredibly fast-moving nature of the internet, elements of this publication may well be out of date even before the year is out (indeed Facebook is making major changes as I write!). However, the overall concepts surrounding the use of social media in marketing will remain true for a little longer.
Any business making the transition to online marketing will find useful guidelines here.
The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
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2 of 2 people found the following review helpful:
All the ideas of online marketing in one book, 9 Dec 2008
This books explores various forms of online marketing possibilities in good detail. Many case examples give an insight into the online marketing of different business types, from small and local to big and global companies. The best part, however, is the final section with hands-on tips on online marketing implementation and links to many online information sources. Definately a good starting point for anyone interesting in going into online marketing!
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6 of 10 people found the following review helpful:
this is a bad boring book..., 30 Sep 2008
this book is really bad!! other than telling us that blogs are the new PR and that content is king, nothing is NEW, the book keeps repeating itself..i dont reccomend it to anyone!
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1 of 1 people found the following review helpful:
Extremely useful for owners of small and medium business, 1 Sep 2009
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. The new concept of inbound or engagement marketing is a tidal shift from old school pushy interruptive techniques. This is a practical guide on how to attract people to your business instead of spamming them with phone calls, emails or unwanted sales pitches. A "must read"!
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1 of 1 people found the following review helpful:
Easy to read and full of helpful ideas, 15 April 2009
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. I would recommend it as a starting point to anyone looking for a rounded introduction to web based communications. The only down side is that it doesn't touch on the recent mobile 'app' phenomenon.
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1 of 1 people found the following review helpful:
Well written, interesting read, 2 April 2009
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 well versed in this area.
I agree with the comment that it can become quickly outdated. A section on Second Life near the end was clearly written during the hype.
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