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The new rules of marketing & PR : how to use content marketing, podcasting, social media, AI, live video, and newsjacking to reach buyers directly / David Meerman Scott.

By: Material type: TextTextLanguage: English Publisher: Hoboken, New Jersey : John Wiley & Sons, 2020Edition: Seventh editionDescription: xvii, 430 pages ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781119651543 (paperback)
  • 1119651549 (paperback)
Other title:
  • New rules of marketing and PR
Subject(s): Additional physical formats: Online version:: The new rules of marketing & PRDDC classification:
  • 658.8/72
LOC classification:
  • HF 5415.1265 S425n 2020
Contents:
Introduction. The new rules Life with the new rules What's new Writing like on a blog, but in a book Showcasing success 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 2. The new rules of marketing and PR 3. Reaching your buyers directly II. Web-based communications to reach buyers directly. 4. Social media and your targeted audience 5. Blogs: tapping millions of evangelists to tell your story 6. Audio and video drive action 7. The content-rich website 8. Marketing and PR in real time 9. Artificial intelligence and machine learning for marketing and PR III. Action plan for harnessing the power of the new rules. 10. You are what you publish: building your marketing and PR plan 11. Growing your business: How marketing and PR drive sales 12. Strategies for creating awesome content 13. How to write for your buyers 14. Social networking as marketing 15. Blogging to reach your buyers 16. An image is worth a thousand words 17. Video and podcasting made easy 18. How to use news releases to reach buyers directly 19. Your newsroom: a front door for much more than the media 20. The new rules for reaching the media 21. Newsjacking your way into the media 22. Search engine marketing 23. Make it happen
Summary: "The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information In the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The seventh edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business. An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications--all at a fraction of the cost of traditional advertising!"-- Provided by publisher.
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Includes index.

Introduction. The new rules
Life with the new rules
What's new
Writing like on a blog, but in a book
Showcasing success
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
2. The new rules of marketing and PR
3. Reaching your buyers directly
II. Web-based communications to reach buyers directly. 4. Social media and your targeted audience
5. Blogs: tapping millions of evangelists to tell your story
6. Audio and video drive action
7. The content-rich website
8. Marketing and PR in real time
9. Artificial intelligence and machine learning for marketing and PR
III. Action plan for harnessing the power of the new rules. 10. You are what you publish: building your marketing and PR plan
11. Growing your business: How marketing and PR drive sales
12. Strategies for creating awesome content
13. How to write for your buyers
14. Social networking as marketing
15. Blogging to reach your buyers
16. An image is worth a thousand words
17. Video and podcasting made easy
18. How to use news releases to reach buyers directly
19. Your newsroom: a front door for much more than the media
20. The new rules for reaching the media
21. Newsjacking your way into the media
22. Search engine marketing
23. Make it happen

"The seventh edition of the pioneering guide to generating attention for your idea or business, packed with new and updated information In the Digital Age, marketing tactics seem to change on a day-to-day basis. As the ways we communicate continue to evolve, keeping pace with the latest trends in social media, the newest online videos, the latest mobile apps, and all the other high-tech influences can seem an almost impossible task. How can you keep your product or service from getting lost in the digital clutter? The seventh edition of The New Rules of Marketing and PR provides everything you need to speak directly to your audience, make a strong personal connection, and generate the best kind of attention for your business. An international bestseller with more than 400,000 copies sold in twenty-nine languages, this revolutionary guide gives you a proven, step-by-step plan for leveraging the power of technology to get your message seen and heard by the right people at the right time. You will learn the latest approaches for highly effective public relations, marketing, and customer communications--all at a fraction of the cost of traditional advertising!"-- Provided by publisher.

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