- Hardcover: 304 pages
- Publisher: John Wiley & Sons; 1 edition (12 Jun. 2007)
- Language: English
- ISBN-10: 0470113456
- ISBN-13: 978-0470113455
- Product Dimensions: 14.7 x 3 x 22.5 cm
- Average Customer Review: 4.1 out of 5 stars See all reviews (23 customer reviews)
- Amazon Bestsellers Rank: 675,653 in Books (See Top 100 in Books)
- See Complete Table of Contents
The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly Hardcover – 12 Jun 2007
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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)
"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 Marketing series 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 ImpactSee all Product description
Top Customer Reviews
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. . .Read more ›
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.
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... something revolutionary: 'The NEW rules..".
Well, let me tell you something, you already know those things that Mr David Meerman Scott is talking about.
Now, if you are really interested what he is talking about in the book, then I can share it with you (for free), so you will become the proud owner of that knowledge:
-Blogs are good for your business because they attract visitors! So if you have a website, create a blog and start blogging about interesting things that are related to your business.-
That's it. The book is about blogs and some case studies. He repeats himself hundreds of times which makes the reading experience even worse.
I do not recommend this book to anyone.
`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.Read more ›
Most Recent Customer Reviews
Learnt a lot from Meerman Scott on this book so definitely recommend it. I'm tempted to get his latest now.Published on 23 Aug. 2013 by Toni
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 morePublished on 24 May 2010 by Kit Kat
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 morePublished on 15 Feb. 2010 by H. Marsh
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 morePublished on 6 Jan. 2010 by J. Carter
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 morePublished on 30 Nov. 2009 by Kirsty J. Band
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 morePublished on 14 Oct. 2009 by C. E. Lopez Ferreira
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 morePublished on 13 Sept. 2009 by Gavin Leonard
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 morePublished on 1 Sept. 2009 by Andras Baneth
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