The New Rules of Marketing and PR | David Meerman Scott

Summary of: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly
By: David Meerman Scott

Introduction

Get ready to dive into the dynamic world of online marketing with this summary of ‘The New Rules of Marketing and PR’ by David Meerman Scott. In this fast-paced digital age, successful brands need to harness the power of the internet and social media to engage customers and build awareness. This summary will introduce you to innovative strategies and techniques used by savvy businesses in various industries – from a rainforest eco-resort in Belize leveraging content marketing to a video campaign from the Canadian Tourism Commission that went viral. As you explore these engaging case studies, you’ll learn valuable tips for creating an authentic online presence and effectively using digital tools to reach your target audience.

Revolutionizing Marketing through the Internet

The internet has changed the business landscape, especially through marketing. Marketers are now armed with new tools, such as well-designed websites, powerful images, and engaging audio or video clips to drive brand awareness, encourage dialogue, and build publicity. The internet’s speed, global reach and affordability give it incredible potential in the marketing sphere. For instance, the Lodge at Chaa Creek, a Belizean eco-resort, uses its blog to share relevant, well-crafted content showcasing the experiences; young and environmentally conscious adventurers can have in the country. Although the blog rarely advertises the Lodge, readers often end up staying there, accounting for 80% of their new bookings. With this case study, we see how intelligent content marketing can show customers that a business has their best interests at heart, building brand loyalty. Part of creating a brand’s successful online presence involves taking the right steps, which we’ll discover in the later parts.

Social Media and Brand Reputation Management

In today’s world, social media has the power to make or break a company’s reputation. It is crucial for businesses to prioritize open communication when facing a potential public relations crisis. Sony BMG Music’s delay in addressing a crisis and condescending attitude created a negative impact on their brand reputation. On the other hand, the Canadian Tourism Commission successfully harnessed the power of social media by offering an inventive and daring campaign that resulted in a 21.5 percent increase in the country’s share of tourists. To thrive in the hyperconnected world, companies must recognize the importance of monitoring social media in real-time and responding promptly to feedback, good or bad.

The Power of Bloggers

Bloggers are an essential tool for companies in this era. They offer feedback and fascinating reading material to their large followings. According to Glenn Fannick, staying up-to-date with the chatter in the “blogosphere” is important as blog comments and texts can offer valuable information. Barack Obama’s New Media Blogging team is an excellent example of utilizing blogging for campaigns, as Flynn created carefully curated blogs for 15 states that engaged and mobilized the whole community. Blogs offer companies a platform to talk to their customers in real-time and the power of positive mentions on them is second to none.

Authentic Storytelling for Branding

The power of video as the leading form of digital marketing lies in telling an authentic story. For a destination, telling the unique story can make it stand out. Tourism Queensland raised massive awareness about Australia’s Great Barrier Reef by creating a video contest called “The Best Job in the World”. Audio content also has a strong marketing effect. Podcasts allow listeners to subscribe to a particular channel and be delivered relevant clips. VelocityPage cofounder Jon Nastor created the podcast “Hack the Entrepreneur”, which led to a 50% increase in sales. The podcast wasn’t directly related to VelocityPage but made people learn more about the producer, impressed by the product.

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