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Focusing on the buyer is not a new idea, but David Meerman Scott's approach to it is and we ought to heed his advice.Companies, and their marketing and PR departments or consultants, will at a very minimum benefit from this book by learning about "buyer personas". Not a day goes by without a client or prospect telling me he does not have time to blog, or she thinks social networks are only for teenagers. Isn't that what business is all about. What a novel idea - that we should actually care about our potential buyers and create web content that addresses them, rather than hanging on to the old model of "this is who we are and this is what we do".This book allows us to take a leap into new strategies and tactics for finding new clients, exploring new markets and increasing our sales. Then I wonder for how much longer they will be in business.The New Rules of Marketing & PR gives us convincing evidence that we live in a new communications world. No longer do we tell our prospective clients what we think they want to hear; rather, we listen first and we communicate with them in their space, following their interests, responding to their needs.
If I had had the chance to look at the book in a brick and mortar store, I would have passed it up. I found no useful information and it did not help me in the least. Just a book letting the world know how the author got people to buy his book. I had to give it to him, he got me to purchase it.
There's not much I can tell someone about PR. As a young man, I've grown up with social media and digital everything, but Scott's approach not only refreshed my knowledge on new media, it showed me how to capitalize on my knowledge and taught me many things I didn't know.Although I've been reading blogs since I was in fifth grade, I didn't even know Technorati existed. Heck, I'm not even really new to it. Good news, though, David Meerman Scott has been in PR.
To businesses big and small spanning any and all fields, pick up the book, implement some of his ideas and watch your bottom line rise.To you, Mr. I could've read much more WWF gossip had I known there was a resource to help me find them.I didn't realize how big The Second Life could some day be. Scott's thought-provoking insights into this new realm of marketing and PR inspired me toward many sticky-note laden hand cramps and a fresh perspective on how to move forward in PR.While I'm clearly not using many of the pieces of great advice Scott has to offer, maybe you will. David Meerman Scott, thank you for your truly insightful look into the ever-evolving realm of marketing, advertising and PR. Better yet, maybe you should. I'm new to it.
Hell, we all have ideal/actual self-identification issues, why wouldn't avatars succeed. It's sincerely appreciated. I've held several internships and am about to hold another one, but I've yet to truly be employed in PR. He's been in the PR/marketing/advertising realm for years, and he's not shy about sharing his knowledge in his book, The New Rules of Marketing & PR.David Meerman Scott's book walks readers through the new ways to run a business in the world of Web 2.0.
Unfortunately, this book isn't a good place to start. 2. 4.
It is very light on critical analysis of when these technologies are of value. More critical analysis of when these technologies should be used is needed, not this drivel. Get rich, be successful, blog, podcast, blah. I feel like it is 1999 all over again. There is almost no information on the return on investment of these technologies versus other marketing media or tactics. The goals for using each technology should be crystal clear and realistic and the hype in this book does not reflect that.
That person would be better served by learning about these technologies on wikipedia, reading the ClickZ website (an actually useful resources for online marketing) and asking themselves the critical questions about how these new tools could realistically improve their marketing effort. Rising above the noise on the Internet is really, really hard. This book isn't about imparting knowledge and being useful to businesses and organizations. The author is very aware of his buyer - it is somebody who is rightfully in awe of the Internet and its viral potential, heard Dell figured out how to make $3 million on twitter (their ad budget is $1.5 billion per year), and doesn't know what their first step should be. Having a media / PR person spend 10 hours developing a sketch media plan, buying ads in a circular, building an email list, etc. It's about selling books. My issues with this book are: 1.
This book gives you no information on how to do that beyond the age old adage of "know your buyer."I started to write - it's ironic that there is a chapter on "how to develop thoughtful content" and then I had a realization that the author is actually a good marketer. 3. Face it -- hundreds of thousand of businesses should not have blogs or employ most of these technologies. could be 1,000 times more beneficial than spending the hundreds of hours that costs to implement most of these tactics well.
All, however, are drowning in hype and this is no exception. E-mail newsletters - at least Scott acknowledges that they've been around but he can "improve" them. Few have anything unique to say. Here are some of the "various forms of thought leadership content" that Scott covers: Whitepapers - sorry, nothing new here. Not much new here.
If you know essentially nothing and I do mean nothing - about marketing in general, you might find this book helpful. If you get the impression that I am not impressed, you are correct. E-books - nothing new here either. - blogs, podcasts and video content. Where Rosser Reeves in the 1960s wrote of USP, the "unique selling proposition", David Meerman Scott introduces the concept of "thought leadership content". Wikis, Research and Survey Reports and - hold on to your seat. Buzzwords abound. Scott gets old real fast.
Marketing books are a dime-a-dozen. Webinars - nothing new here either. Those with some experience will find better works elsewhere.Jerry I had to chuckle at David Meerman Scott's pretentious, breathless style as he declares everything old obsolete and then - not surprisingly - applies a new name and declares the same old thing as something new and brilliant. For someone who read the original in Rosser Reeves, David Olgivy, John Kennedy and other advertising legends, David Meerman Scott comes across an imitator, not a pioneer - and as someone who does not properly credit his predecessors.
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