New Rules Of Marketing And Pr How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

Format:	Hardback (Visa alla format)
Förlag:	John Wiley And Sons Ltd (2007)
Språk:	Engelska
Artikelid:	9780470113455
Leveranstid:	Skickas normalt inom 5-8 arbetsdagar

• 150:-
  (141.51 kr exkl. 6% moms)

• 
• 
• 

How the Internet has revolutionized communications and promotions. Now that the Internet has made it easier than ever for marketers to directly communicate with consumers and target audiences, it's imperative that marketers dramatically alter their PR and marketing strategy to maximize the effectiveness of the direct consumer-communication channel. On the Web, the old rules don't apply. This book shows marketers how to leverage the potential that Web-based communication offers to all kinds of organizations, businesses, non-profits, and individuals. The book includes a step-by-step action plan for harnessing the power of the new rules of marketing and PR, showing readers how to identify audiences, create compelling messages, get those messages to the most consumers possible, and lead those consumers through the buying process. Told with many compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing. David Meerman Scott (Lexington, MA) is an award-winning marketer, writer, consultant, conference speaker, and seminar leader. In his consulting work he specializes in online marketing, and has presented at industry conferences and events in more than 20 countries on four continents.

(Bookdata)

David Meerman Scott is an award winning online thought leadership strategist. The marketing programs he has developed are responsible for selling over one billion dollars in products and services worldwide. He has presented at industry conferences and events in more than twenty countries on four continents.

(Bookdata)

Dedication. Foreword. Introduction. The New Rules. Trying To Write Like a Blog, But in a Book. Showcasing Innovative Marketers. PART I. HOW THE WEB HAS CHANGED THE RULES OF MARKETING AND PR. Chapter 1. The Old Rules of Marketing and PR Are Ineffective in an Online World. Advertising: A Money Pit Of Wasted Resources. One--Way Interruption Marketing Is Yesterday's Message. The Old Rules Of Marketing. Public Relations Used To Be Exclusively About The Media. Public Relations And Third Party Ink. Yes, The Media Are Still Important. Press Releases And The Journalistic Black Hole. The Old Rules Of PR. Learn To Ignore The Old Rules. Chapter 2. The New Rules of Marketing and PR. The Long Tail Of Marketing. Tell Me Something I Don't Know, Please. Bricks--And--Mortar News. Advice From The Company President. The Long Tail Of PR. The New Rules Of Marketing And PR. The Convergence Of Marketing And Pr On The Web. Chapter 3. Reaching Your Buyers Directly. Let The World Know About Your Expertise. Develop Messages Your Buyers Want To Hear. Buyer Personas: The Basics. Think Like A Publisher. Tell Your Organization's Story Directly. Know The Goals And Let Content Drive Action. Content And Thought Leadership. PART II. WEB--BASED COMMUNICATIONS TO REACH BUYERS DIRECTLY. Chapter 4. Blogs: Tapping Millions of Evangelists to Tell Your Story. Blogs, Blogging, And Bloggers. Understanding Blogs In The World Of The Web. The Three Uses Of Blogs For Marketing And Pr. Monitor Blogs Your Organization's Reputation Depends On It. Comment On Blogs To Get Your Viewpoint Out There. Do You Allow Employees To Send Email? How About Letting Them Blog? Breaking Boundaries: Blogging At Mcdonald's. The Power Of Blogs. Get Started Today. Chapter 5. The New Rules of News Releases. News Releases In A Web World. The New Rules Of News Releases. If They Find You, They Will Come. Driving Buyers Into The Sales Process. Reach Your Buyers Directly. Chapter 6. Audio Content Delivery through Podcasting. Putting Marketing Back In Musicians' Control. Podcasting More Than Just Music. Chapter 7. Forums, Wikis, and Your Targeted Audience. Your Best Customers Participate In Online Forums So Should You. Your Space In The Forums. Wikis, List Serves, And Your Audience. Creating Your Own Wiki. Chapter 8. Going Viral: The Web Helps Audiences Catch the Fever. Minty--Fresh Explosive Marketing. Monitoring The Blogosphere For Viral Eruptions. Creating Viral Buzz For Fun And Profit. The Virgin Mary Grilled Cheese Sandwich And Jerry Garcia's Toilet. When You Have Explosive News, Make It Go Viral. Chapter 9. The Content--Rich Web Site. Political Advocacy On The Web. Content: The Focus Of Successful Web Site. Putting It All Together With Content. The Great Web Site: More An Art Than A Science. PART III. ACTION PLAN FOR HARNESSING THE POWER OF THE NEW RULES. Chapter 10. You Are What You Publish: Building Your Marketing and PR Plan. What Are Your Organization's Goals? Buyer Personas And Your Organization. The Buyer Persona Profile. The Importance Of Buyer Personas In Web Marketing. In Your Buyers' Own Words. What Do You Want Your Buyers To Believe? Developing Content To Reach Buyers. Launching A Baby Dinosaur. Stick To Your Plan. Chapter 11. Online Thought Leadership to Brand Your Organization as a Trusted Resource. Developing Thought Leadership Content. Forms Of Thought Leadership Content. How To Create Thoughtful Content. How Much Money Does Your Buyer Make? Chapter 12. How To Write For Your Buyers. An Analysis Of Gobbledygook. Poor Writing: How Did We Get Here?. Effective Writing For Marketing And Pr. The Power Of Writing Feedback (From Your Blog). Chapter 13. How Web Content Influences the Buying Process. Segmenting Your Buyers. Elements Of A Buyer--Centric Web Site. Using RSS To Deliver Your Web Content To Targeted Niches. Link Content Directly Into The Sales Cycle. A Friendly Nudge. Close The Sale And C

(Bookdata)

"This excellent look at the basics of new-millennial marketing..." (Publishers Weekly, August 6, 2007)

(Bookdata)