I. How the Web Has Changed the Rules of Marketing and PR
One Way Interruption
This video is an example of how the old way of marketing and PR would invade our lives when we least expected it.
Old rules of Marketing and PR Company-to-Consumer All about the awards Keep sending those unsolicited press releases Branding Clip Books = Effectiveness Sell, Sell,Sell Mass Appeal Interruption Jargon is A O.K You need some ink! 3 rd Party quotes
New Rules of Marketing and PR
The Long Tail of Marketing= the consumers shift from mainstream products (head) towards more niche markets/products (tail).
Buyer Persona pemco.jpg
II. Web-Based Communications to Reach Buyers Directly
Blogs, News Releases, Forums Authenticity =
III. Action Plan for Harnessing the Power of the New Rules
Your Are What You Publish Scott states that Marketers and PR people are like children playing soccer, we focus on the wrong thing(the ball) instead of the goal.
Implementing the Plan
Look for new was of presenting old concepts, like the new compact florescent lightbulb .
Would I Recommend This Book?
I would recommend this book for the thorough explanation of web-based content and the reference/ implementation section.
What Surprised Me & What I Want to Know More of? The amount of information pertaining to blogs. Professor Nixon uses quite a few of the web-based platforms mentioned in this book. I really like the platform of blogging. I would love to have more information on successfully presenting the use and potential of blogs to my boss and others at my job.
References http://www.youtube.com/watch?v=GT8nY18GKLg&feature=player_embedded# http://dvice.com/archives/2007/03/how_to_get_rid_of_the_incandes.php http://www.youtube.com/watch?v=kH7CTzbMWec http://www.tradeshowweek.com/articles/blog/1620000362/20081130/z%20HIGH%20RES%20David%20Meerman%20Scott.jpg http://www.flyingcoffin.com/_fullsize_image.php?fullsize=../ blog_detail /C8B45C_detail.JPG http://www.werealotlikeyou.com/ Scott, David. (2008). The New rules of marketing and pr . Wiley. http://humourcafe.blogspot.com/2007/12/bizarre-long-eared-jerboa.html