Chapter 2- The New Rules of Marketing and PR- PDF

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Notes on chapter 2 of The New Rules Of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing by David Meerman Scott...

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Chapter2:T  heNewRulesofMarketingandPR:  Examplesofcompaniesoperatingunderthenewrules: ● Cervelo:BikingCompany ○ Contentisvaluableandauthentic(goaliseducation) ○ Engineeringdrivencompany ● OpenCycle: ○ Focusedoncustomerengagement(q&a’soneverypage,everythingabletobe commentedon)  TheoryoftheLongTailofMarketing:(Lesspopulargoodsinlowerdemand) Examples: ● Amazon:Sellsproductsnotavailableinlocalstores ● iTunes:nichemusicnotalwaysfoundinstores ● Netflix:indie&obscurefilms  “Insteadofaonesizefitsallwebsitewithamassmarketmessage,weneedtocreatejustright contenteachaimedatanarrowtargetconstituency.”  “Peoplealsowantawebsitetotellthemsomethingtheydidn’tthinktoask.”  Ihatewhenarticlesarechockfullofproductrecommendationswithverylittleactualcontent.It oftenmakesmeseethecompanyasonethatisonlyinterestedinselling.  “Everybusinesshasinformationthatcancontributetotheeducationofthemarketplace.You needtoaskyourself,‘HowcanIgetthatinformationoutthere?’”JimPeterson,Presidentof TheConcreteNetwork 

TheLongTailofPR: “Weshouldbetargetingthepluggedinbloggers,onlinenewssites,micropublications,public speakers,analystsandconsultantswhoreachthetargetedaudienceswhoarelookingforwhat wehavetooffer”. 

TheNewRulesofMarketingandPR: 1. 2. 3. 4. 5.

Marketingismorethanjustadvertising PRisformorethanjustamainstreammediaaudience Youarewhatyoupublish Peoplewantauthenticity,notspin Peoplewantparticipation,notpropaganda

6. Insteadofcausingonewayinterruption,marketingisaboutdeliveringcontentatjustthe precisemomentyouraudienceneedsit 7. Marketersmustshifttheirthinkingfrommainstreammarketingtothemassestoa strategyofreachingvastnumbersofunderservedaudiencesviatheweb 8. PRisnotaboutyourbossseeingyourcompanyonTV.It’saboutyourbuyersseeing yourcompanyontheweb 9. Marketingisnotaboutyouragencywinningawards.It’saboutyourorganizationwinning business. 10. TheInternethasmadepublicrelationspublicagain,afteryearsofalmostexclusivefocus onmedia. 11. Companiesmustdrivepeopleintothepurchasingprocesswithgreatonlinecontent. 12. Blogs,onlinevideo,ebooks,newsreleases,andotherformsofonlinecontentlet organizationscommunicatedirectlywithbuyersinaformtheyappreciate. 13. Buyerswantinformationinlanguagetheyunderstand 14. SocialnetworkslikeTwitter,FacebookandLinkedInallowpeopleallovertheworldto sharecontentandconnectwiththepeopleandcompaniestheydobusinesswith. 15. Inouralwaysonworld,buyersexpectinstant,24/7communications. 16. Ontheweb,thelinesbetweenmarketingandPR(andsalesandservicetoo)have blurred. 17.  18.  ...