The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely. "The New Rules of Marketing and PR" shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign.Rather than bombard them with advertisingthey'll likely ignore, you can focus on getting the right message to the right people at the right time. When people visit your company's Web site, they aren't there to hear your slogan or see your logo again. They want information, interaction, and choice - and you'd be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead those consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing. INDICE: Foreword Robert Scoble.Welcome to the New Rules.Introduction.I Howthe 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 Blogs: Tapping Millions of Evangelists to Tell Your Story.5 The NewRules of News Releases.6 Audio Content Delivery through Podcasting.7 Forums, Wikis, and Your Targeted Audience.8 Going Viral: The Web Helps Audiences Catchthe Fever.9 The Content-Rich Web Site.III Action Plan for Harnessing the Power of the New Rules.10 You Are What You Publish: Building Your Marketing and PRPlan.11 Online Thought Leadership to Brand Your Organization as a Trusted Resource.12 How to Write for Your Buyers.13 How Web Content Influences the BuyingProcess.14 How to Use News Releases to Reach Buyers Directly.15 The Online Media Room: Your Front Door for Much More Than the Media.16 The New Rules for Reaching the Media.17 Blogging to Reach Your Buyers.18 Podcasting and Video Made, Well, as Easy as Possible.19 Social Networking Sites and Marketing.20 SearchEngine Marketing.21 Make It Happen.Acknowledgments.Index.About the Author.Preview: World Wide Rave.
- ISBN: 978-0-470-37928-8
- Editorial: John Wiley & Sons
- Encuadernacion: Rústica
- Páginas: 288
- Fecha Publicación: 01/01/2009
- Nº Volúmenes: 1
- Idioma: Inglés