Key Points: New Rules of Marketing & PR
In The New Rules of Marketing & PR, David Meerman Scott discusses how the Web has changed the rules of marketing and public relations. Here are the five (5) key points of the first three chapters:
Chapter 1: The Old Rules of Marketing and PR are Ineffective in an Online World
- No matter how successful your offline marketing program is, your organization is losing out on potential business if it doesn't have an engaging online presence.
- One-way interruption marketing is an antiquated and ineffective way to communicate. Web marketing is about delivering useful content at the precise moment that a buyer needs it.
- Today, organizations big and small communicate directly with buyers through blogs, online video, news releases and other Web content for a fraction of what traditional big-budget advertising costs.
- The Web has leveled the playing field when it comes to public relations and getting media attention. You don't have to target press releases to a small group of reporters to get some ink or airtime. If you do good job telling your story directly to consumers, the media will find out and they will write about you.
- The new rules of marketing and PR are not about stroking your or your CEO's ego. It's about communicating directly with buyers, making your company more visible online, and increasing sales.
Chapter 2: The New Rules of Marketing and PR
- Search Engine Marketing (SEM) is important. A small company whose website contains keyword-rich content can get the same amount of search engine traffic as a much larger company.
- One size does not fit all. The most successful Internet businesses use The Long Tail of Marketing to reach niche buyers and satisfy their demand for products not found in traditional stores.
- Search and Browse. The most effective Web strategies anticipate a buyer's needs and provide content to meet them.
- Succeeding in long tail marketing and PR. Don't put all your PR effort into trying to get the attention of reporters in a few major magazines, newspapers and TV stations. You must target bloggers, online news site, micro-publications, public speakers, analysts and consultants who reach the audiences that are looking for what your company has to offer.
- Convergence of marketing and PR. Great content in all forms helps buyers see that you and your organization "gets it." And content drives action.
Chapter 3: Reaching Your Buyers Directly
- Companies such as Century 21 have pulled their advertising dollars completely away from TV and invested them in online marketing because this is where the buyers and sellers are.
- Develop online content specifically for niche audiences. Meaningful content turns browsers into buyers.
- Identify your buyer personas. Breaking buyers into distinct groups makes it easier to create appropriate content targeted to each demographic. Once you understand each buyer persona's informational needs, you can create content that addresses and solves their problems.
- The new publishing model on the Web is about delivering content when and where it is needed while branding your organization as a leader. Focusing on your buyers and their needs is the right strategy. A website that focuses just on displaying products and services is the wrong strategy.
- The goal of an organization's website is to be buyer-centric rather than product-centric. When visitors to your site receive something of value, they become eager to do business with you because you helped and educated them.