The new rules of marketing & PR : how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly /: how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. (2017)

• Record Type: Book
• Further Information: Note: David Meerman Scott.
• Authors: Scott, David Meerman
• Contents: I How the Web Has Changed the Rules of Marketing and PR 1 The Old Rules of Marketing and PR Are Ineffective in an Online World Advertising: A Money Pit of Wasted Resources One-Way Interruption Marketing Is Yesterday’s Message The Old Rules of Marketing Public Relations Used to Be Exclusively about the Media Public Relations and Third-Party Ink Yes, the Media Are Still Important Press Releases and the journalistic Black Hole The Old Rules of PR Learn to Ignore the Old Rules 2 The New Rules of Marketing and PR The Most Important Communication Revolution in Human History Open for Business The Long Tail of Marketing Tell Me Something I Don’t Know, Please Bricks-and-Mortar News The Long Tail of PR The New Rules of Marketing and PR The Convergence of Marketing and PR on the Web 3 Reaching Your Buyers Directly The Right Marketing in a Wired World Let the World Know about Your Expertise Develop Information Your Buyers Want to Consume Big Birge Plumbing Company Crows Business in a Competitive Market Buyer Personas: The Basics Think Like a Publisher Staying Connected with Members and the Community Know the Coals and Let Content Drive Action Real-Time Business at American Airlines Reaches Buyers Directly II Web-Based Communications to Reach Buyers Directly 4 Social Media and Your Targeted Audience What Is Social Media, Anyway? Social Media Is a Cocktail Party “Upgrade to Canada” Social Program Nabs Tourists from Other Countries Social Networking and Agility When Social Networking Doesn’t Work: The Cannabis Business in America The New Rules of job Search How to Find a New job via Social Media Social Networking Drives Adagio Teas’ Success 5 Blogs: Tapping Millions of Evangelists to Tell Your Story Why You Still Need A Blog In The Age Of Social Networking Blogs, Blogging, and Bloggers A Blog (or Not a Blog) California Lawyer Blogs to Build Authority and Drive More Business Understanding Blogs in the World of the Web The Four Uses of Blogs for Marketing and PR Monitor Blogs—Your Organization’s Reputation Depends on It Comment on Blogs to Get Your Viewpoint Out There Bloggers Love Interesting Experiences How to Reach Bloggers around the World Do You Allow Employees to Send Email? How about Letting Them Blog? Not Another Junky Blog Get Started Today 6 Audio and Video Drive Action Improv with the CIO What University Should I Attend? Building a Business One YouTube Video at a Time Have Fun with Your Videos Audio Content Delivery through Podcasting Hack the Entrepreneur Podcast Delivers New Customers for Host’s Business Grammar Girl Podcast 7 Going Viral: The Web Helps Audiences Catch the Fever Minty-Fresh Explosive Marketing Monitoring the Blogosphere for Viral Eruptions Creating a World Wide Rave Rules of the Rave Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download Using Creative Commons to Facilitate Mashups and Spread Your Ideas Viral Buzz for Fun and Profit The Virgin Mary Grilled Cheese Sandwich and jerry Garcia’s Toilet Clip This Coupon for$1 Million Off Fort Myers, Florida, Home When You Have Explosive News, Make It Go Viral 8 The Content-Rich Website Political Advocacy on the Web Content: The Focus of Successful Websites Reaching a Global Marketplace Make Your Site Mobile Friendly Putting It All Together with Content Great Websites: More Art Than Science 9 Marketing and PR in Real Time Real-Time Marketing and PR John Green Thumps Tom Cruise Develop Your Real- Time Mind-Set Real-Time Blog Post Drives $ 1 Million in New Business The Time Is Now Snapchat for Business Crowdsourced Support III Action Plan for Harnessing the Power of the New Rules 10 You Are What You Publish: Building Your Marketing and PR Plan What Are Your Organization’s Goals? Buyer Personas and Your Organization The Buyer Persona Profile How Beko Develops Products Global Consumers Are Eager to Buy Reaching Senior Executives The Importance of Buyer Personas in Web Marketing In Your Buyers’Own Words What Do You Want Your Buyers to Believe? Developing Content to Reach Buyers Marketing Strategy Planning Template The New Rules of Measurement Asking Your Buyer for a Date Measuring the Power of Free What You Should Measure Stop Thinking of Content Creation as a Marketing Expense In 2016, the Best Marketer Was Elected President Stick to Your Plan 11 Growing Your Business: How Marketing and PR Drive Sales It’s Time for a Sales Transformation How Web Content Influences the Buying Process Tips for Creating a Buyer-Centric Website Step 1: Sales Begin with Informational Content Step 2: A Friendly Nudge Step 3: Closing the Deal An Open-Source Marketing Model Salespeople as Content Curators Your Company’s Salesperson-in-Chief Educating Your Salespeople about the New Buying Process Registration or Not? Data from an E-Book Offer Close the Sale—Continue the Conversation Measure and Improve How a Content Strategy Crew Business by 50 Percent in One Year 12 Strategies for Creating Awesome Content Ways to Get your Information Out There How to Create Thoughtful Content How Raytheon Uses journalists to Create Interesting Content Content Creation in Highly Regulated Industries Leveraging Thought Leaders outside Your Organization Who Wrote That Awesome White Paper? How Much Money Does Your Buyer Make?
• Edition: Sixth edition
• Publisher Details: Hoboken, New Jersey : John Wiley & Sons, Inc
• Publication Date: 2017
• Extent: 1 online resource
• Subjects: 658.872; Internet marketing; Public relations
• Languages: English
• ISBNs: 9781119362470; 9781119362449
• Related ISBNs: 9781119362418
• Notes: Note: Description based on CIP data; resource not viewed.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
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