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Reviewed by: Shannon McCloud
PRCA 3711
About the author
David Meerman Scott is a marketing strategist, keynote speaker, seminar leader, and the author who differentiates himself from other David Scott’s by using his middle name Meerman.
What I learned from reading the book
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 invades our lives when we least expected it.
Old rules of Marketing and PR
Company-to-Consumer
KEEP SENDING THOSE UNSOLICITED PRESS RELEASES
Branding
Clip Books = Effectiveness
Sell, Sell,SellMass Appeal
Interruption
J a rgon i s A O.K
You need some ink! 3rd 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
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 light bulb.
Would I Recommend This Book?
I would recommend this book for its thorough explanation of web-based content and its 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