The new rules of Marketing and PR

Book Review / Marketing

The new rules of Marketing and PR
octopraise , Other

How to use Social Media, Blogs, News Release, Online Video and Viral Marketing to reach buyers directly

The new rules of Marketing and PR
How to use Social Media, Blogs, News Release, Online Video and Viral Marketing to reach buyers directly

Paperback: 288 pages
Publisher: Wiley; 2 edition (January 12, 2010)
Language: English
ISBN-10: 9780470547816
ISBN-13: 978-0470547816
Review By: Octopraise Manullang

Internet is a great place to go for most people if they are looking for “anything”. Any information you need for a “thing” can be found in the internet using the search engine. Characteristic of consumers are shifting along with development of technology. The change from the offline consumer into online consumer change rapidly. This improvement in the net society has been changing most of the business rules.

Apparently, David Meerman Scott keens to see these changes. Based on his experience and blogging hobby to write in the digital media, David eventually wrote a book. The title of the book ‘the new rules of Marketing and PR’ is seemingly bigger than the content itself. Although The New Rules of Marketing and PR is about creating a new way of business marketing however in his book David emphasized more into social media. We all knew internet become an important lifestyle and one of the main source of information in today’s world. Therefore using the old logic of marketing, traditional way of driven customer in the digital era is no longer applicable. Paradigm shift in society has driven business actor to change their strategy and start using social media for their business existence.

Most of company have a website. But, it is like a trend in doing business. They outsourced to the expert how to build a website without maintaining the content. In the end the website is only to validate your organization existence in online world. This is general mistake of how are organizations doing. The information provide in the website is actually the same with their advertising on television. Some of them have old content and information which is not valid anymore. Do not expect that they are having any additional information to share.

There are several questions we have to ask ourselves whenever we use social media. David clearly wrote on his book How to reach your buyers directly, How to drive traffic to your web site, how to achieve high rankings on the search engines, how to attract buyers who are looking for what you have to offer, How to move people through the sales process, and how to compete more effectively. This is crucial factor for business people to consider. David is showing us how it’s developed - why they are important for today’s business, how they really work, and why they work. He also shows us how to implement it.

There are four important key points in this book while we are using media:
1. Content, design of your website is important, and so is technology but without the ordinary content, you are stupid.

2. Organization should know customers inside-out. This is can motivates buyers to take action.

3. Media online is a direct communication place which can facilitate business to business, business to customer and customer to customer. So you better take it serious and do it right to win the business.

4. Optimizing a website as an online media room for search engines is another technique with high payback. It is likely the people who are using search engine are a potential customer.

By reading this book, I would say concept of co-creation of Imagineering study is an important element. You will realize that organization has to be able to facilitate the co-creation between the stakeholders in the media platform. Co-creation concept becomes popular lately and the business organization is more competitive. Therefore in creating a great website, design thinking is also needed. We need people who are able to think “out of the box” -critical, to come up with a new idea. Being sensitive on the market is one of the advantages to recognise the uniqueness. I believe that player can deliver and create a co-creation website which can useful for the buyer.

Like PR Smith in his book E-marketing Excellence (E-marketing Essentials), he also underpinned a new proper marketing idea how to use digital tools and technology. Both of them wrote of the book with target market a new beginner in online marketing. For those who want to enhance their ability in a digital business world can learn how to work with social media.

My opinion about this book is that everyone can gain value from it. As a student, social media is one of the elements where they can apply their knowledge. For corporate and individual player they can use this book to sharpen their skill in digital. For new marketer social media is a good starting point to be in a competition. And expert blogger, they can possibly find the other way/field of using media in terms of knowledge enhancement. They can now more easily select, focus, and reach their target markets in a more cost effective manner. There are so many places you can start applying these new rules of marketing and PR. You can start and choose from Blogs, News Release, Online Video and Viral Marketing, etc. Those media are open possibilities for any player to reach buyers directly. For that reason, with the way of his easy writing and practical example this book is a worth to read.

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