9780470379288

This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing business owners how to identify audiences, create compelling messages, and lead those consumers into the buying process.

David Meerman Scott is an award-winning marketing strategist, best-selling author, conference speaker, and seminar leader.

Foreword
Welcome to the New Rules
Introduction
How the Web Has Changed the Rules of Marketing and PR.
The Old Rules of Marketing and PR Are Ineffective in an Online World
The New Rules of Marketing and PR
Reaching Your Buyers Directly
Web-Based Communications to Reach Buyers Directly.
Blogs: Tapping Millions of Evangelists to Tell Your Story
The New Rules of News Releases
Audio Content Delivery through Podcasting
Forums, Wikis, and Your Targeted Audience
Going Viral: The Web Helps Audiences Catch the Fever
The Content-Rich Web Site
Action Plan for Harnessing the Power of the New Rules.
You Are What You Publish: Building Your Marketing and PR Plan
Online Thought Leadership to Brand Your Organization as a Trusted Resource
How to Write for Your Buyers
How Web Content Influences the Buying Process
How to Use News Releases to Reach Buyers Directly
The Online Media Room: Your Front Door for Much More Than the Media
The New Rules for Reaching the Media
Blogging to Reach Your Buyers
Podcasting and Video Made, Well, as Easy as Possible
Social Networking Sites and Marketing
Search Engine Marketing
Make It Happen
Acknowledgments
Index
About the Author
Preview: World Wide Rave
Table of Contents provided by Publisher. All Rights Reserved.

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The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

0470379286

Summary

Author Biography

Table of Contents

Supplemental Materials