The New Rules of Marketing and PR (häftad)
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Häftad (Paperback / softback)
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7th Edition
John Wiley & Sons Inc
229 x 152 x 33 mm
522 g
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The New Rules of Marketing and PR (häftad)

The New Rules of Marketing and PR

How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly

Häftad Engelska, 2020-06-18
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The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information In the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The seventh edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business. An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications-all at a fraction of the cost of traditional advertising! The latest edition of The New Rules of Marketing & PR has been completely revised and updated to present more innovative methods and cutting-edge strategies than ever. The new content shows you how to harness AI and machine learning to automate routine tasks so you can focus on marketing and PR strategy. Your life is already AI-assisted. Your marketing should be too! Still the definitive guide on the future of marketing, this must-have resource will help you: Incorporate the new rules that will keep you ahead of the digital marketing curve Make your marketing and public relations real-time by incorporating techniques like newsjacking to generate instant attention when your audience is eager to hear from you Use web-based communication technologies to their fullest potential Gain valuable insights through compelling case studies and real-world examples Take advantage of marketing opportunities on platforms like Facebook Live and Snapchat The seventh edition of The New Rules of Marketing and PR: How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly is the ideal resource for entrepreneurs, business owners, marketers, PR professionals, and managers in organizations of all types and sizes.
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DAVID MEERMAN SCOTT is an expert in using real-time tools and strategies to spread ideas, influence minds, and build business. His popular blog, advisory work with fast-growing companies, and worldwide speaking engagements and training seminars give him a unique perspective on how businesses are implementing strategies to reach buyers directly. David is the bestselling author of ten books, including Real-Time Marketing & PR, The New Rules of Sales & Service, and Fanocracy.


Introduction 1 The New Rules 4 Life with the New Rules 6 What's New 8 Writing Like on a Blog, but in a Book 10 Showcasing Success 11 I How the Web Has Changed the Rules of Marketing and PR 13 1 The Old Rules of Marketing and PR are Ineffective in an Online World 15 Advertising: A Money Pit of Wasted Resources 18 One-Way Interruption Marketing is Yesterday's Message 19 The Old Rules of Marketing 20 Public Relations Used to Be Exclusively about the Media 21 Public Relations and Third-Party Ink 22 Yes, the Media are Still Important 22 Press Releases and the Journalistic Black Hole 23 The Old Rules of PR 24 Learn to Ignore the Old Rules 25 2 The New Rules of Marketing and PR 27 The Most Important Communications Revolution in Human History 28 Open for Business 29 The Long Tail of Marketing 32 Tell Me Something I Don't Know, Please 33 Bricks-and-Mortar News 34 The Long Tail of PR 35 The New Rules of Marketing and PR 36 The Convergence of Marketing and PR on the Web 38 3 Reaching Your Buyers Directly 39 The Right Marketing in a Wired World 40 Let the World Know about Your Expertise 41 Develop Information Your Buyers Want to Consume 43 Big Birge Plumbing Company Grows Business in a Competitive Market 44 Buyer Personas: The Basics 45 Think Like a Publisher 49 Staying Connected with Members and the Community 50 Know the Goals and Let Content Drive Action 52 Real-Time Business at American Airlines Reaches Buyers Directly 53 II Web-Based Communications to Reach Buyers Directly 59 4 Social Media and Your Targeted Audience 61 What is Social Media, Anyway? 62 Social Media is a Cocktail Party 63 "Upgrade to Canada" Social Program Nabs Tourists from Other Countries 64 Social Networking and Agility 65 When Social Networking Doesn't Work: The Cannabis Business in America 66 The New Rules of Job Search 69 How to Find a New Job via Social Media 70 Social Networking Drives Adagio Teas' Success 72 5 Blogs: Tapping Millions of Evangelists to Tell Your Story 77 Why You Still Need a Blog in the Age of Social Networking 79 Blogs, Blogging, and Bloggers 80 A Blog (or Not a Blog) 81 California Lawyer Blogs to Build Authority and Drive More Business 83 Understanding Blogs in the World of the Web 85 The Four Uses of Blogs for Marketing and PR 87 Monitor Blogs-Your Organization's Reputation Depends on It 88 Comment on Blogs to Get Your Viewpoint Out There 89 Bloggers Love Interesting Experiences 90 How to Reach Bloggers around the World 91 Do You Allow Employees to Send Email? How about Letting Them Blog? 92 Not Another Junky Blog 93 Get Started Today 95 6 Audio and Video Drive Action 97 Improv with the CIO 97 What University Should I Attend? 99 Building a Business One YouTube Video at a Time 100 Have Fun with Your Videos 103 Audio Content Delivery through Podcasting 104 Hack the Entrepreneur Podcast Delivers New Clients for Host's Consulting Business 106 Grammar Girl Podcast 108 7 The Content-Rich Website 111 Political Advocacy on the Web 112 Content: The Focus of Successful Websites 114 Reaching a Global Marketplace 114 Make Your Site Mobile Friendly 115 Putting It All Together with Content 117 Great Websites: More Art Than Science 118 8 Marketing and PR in Real Time 123 Real-Time Marketing and PR 124 John Green Thumps Tom Cruise 126 Develop Your Real-Time Mind-Set 127 Real-Time Blog Post Drives $1 Million in New Business 130 The Time is Now 132 Snapchat for Business 137 Crowdsourced Support 139 9 Artificial Intelligence and Machine Learning for Marketing and PR 143 AI-Powered Marketing and PR 144 Your Marketing May Already Be AI-Powered 147 Find Ways for AI to Benefi t Customers 149 Creating an AI Project 150 Making AI a Part of Your Marketing 152 Remaining Human in a World of AI 154 III Action Plan for Harnessing the Power of the New Rules 157 10 You are What You Pu