More than anything, the new rules of relations of Marketing and PR things together. The book provides an easy to understand even for a whole new online marketplace - a landscape that can seem a bit confusing, even for vendors. With so many options available to us (literally), where do we start? Blogs? Podcasts? PR? SEO? Paid search? Viral marketing? The list is long. To make matters worse, technology evolves and new tools are being developed almost daily.
In the early chapters, David takes a look at high altitude of online marketing options, showing us how it developed, why they are important, how they work and why they work. Hereinafter "Action Plan" chapters, jump into the trenches and shows us how to apply the tools and implement programs. At all times, using detailed case studies to illustrate not only the programs, but can achieve amazing results.
But it is only the latest technology and are of crucial importance. public relations, for example, has been around since Gutenberg, but for the first time is suitable for small business. Traditional PR was cost prohibitive and difficult to access depends on contacts with key media. But in the new world - "... Its primary audience is no longer just a handful of journalists. Your audience is millions of people with Internet connections and access to search engines and RSS readers." (Chapter 5)
Today, the public relations may be the most underutilized tool in the arsenal of marketing.
Another "old" technology David brings to speed on the company's Web site. In fact, the three most important points that came out of the new rules of marketing and PR have enormous implications on traditional Web development.
These key points are -
1. The new rule is the most important content. The design is important. The technology is important. But without extraordinary content, which is doomed to failure.
2. interruption marketing (spam and pop-ups) has given way to consumer-focused marketing. Hooray! "The Web is different. Instead of interrupting the way Internet marketing is intended to provide useful content right at the precise moment that a buyer needed." (Chapter 1)
3. The starting point for any program is the new standard character creation for customers. If you have extraordinary content that motivates buyers to take action, you better know your customer inside out.
David explains how these three principles should influence not only on their website, but all online programs, you agree.
Fortunately, David is understandable and informative. One reason I enjoyed his blog for over a year is their conversation, entertaining writing style. It facilitates learning (which is harder to do than you think). In any case, his book is like your blog
- light and fun.The new rules of marketing and public relations presents the most complete picture of all the books I read. For the seller, who will fill the gaps. For the general practitioner, will open a new world.
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