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2 The New Rules ofMarketing and PR

My wife, Yukari, was checking out her Twitter stream one day andnoticed that someone she follows tweeted about Hotel & IglooVillage Kakslauttanen. Yukari clicked the link and learned that the resortis located in the Saariselkä fell area of Lapland in northern Finland. Inwinter, you can stay there in a private glass igloo, which means that from bedyou can check out the stars (or, if you are lucky, the aurora borealis). Shefound this terribly exciting, so she tweeted a response from her Twitter ID,@yukariwatanabe: “I want to go there!”

We discussed the resort that evening over dinner. Why not go? Ourdaughter was off to university, so we had the time. The next day we bookedthe trip for several months later. Done deal.

Now, I know that a winter vacation above the Arctic Circle might seemlike a punch line to a bad joke. Heck, the sun didn’t even rise when we werethere in mid-December (the “day” consists of just four hours of twilight atthat time of year). But for us it seemed perfect, because we’ve traveled all overthe world and are always looking for unusual adventures.

How did we know that we wanted to go? By the resort’s website, ofcourse. The site lists all sorts of winter activities for guests. When I saw“Husky Sledding Safari,” I was ready to pack my bags (bucket list . . . ).But Yukari wanted to do a little more checking, so she Googled the resort,looked at the reviews on TripAdvisor, and also read about it in a New YorkTimes article.

27Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:57:53.

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28 The New Rules of Marketing & PR

Everybody I know has a story like this. Somebody makes a comment via asocial network site. It leads someone else to a website where the contenteducates and informs. And that person ends up becoming a customer of acompany that he or she had never heard of moments before. We’re living in anew world of marketing and PR.

If you are the seller in this transaction, it all comes down to content: Whatare you creating, compared to what are others saying about you?

You’re in control. You create the content. You bring in the business.Our time in Lapland was amazing. We had all kinds of wonderful

adventures. The dogsledding was especially fun, because I got to drive(well, more like hang on). And we never would have had this amazingexperience if the Hotel & Igloo Village Kakslauttanen only marketed theirproperty using the old rules. We never would have heard about it.

The Most Important CommunicationsRevolution in Human HistoryI’d like to step way back and look at the big picture. This is not a view, to usethe cliché, from 30,000 feet. It’s more like the view from the moon. The newrules of marketing and public relations are part of the much bigger and moreimportant communications revolution we’re currently living through—themost important communications revolution in human history.

Johannes Gutenberg’s invention of printing with mechanical movabletype (circa 1439) was the second most important communications break­through in history. It meant books could be mass-produced, rather thanpainstakingly copied by hand. It meant ordinary people could refer to thingsin books, like laws. These used to have to be committed to memory.

The printing press created the first important communications revolutionby freeing people’s minds from memorization and allowing them to use thatextra brainpower to be creative. At the same time, this first communicationsrevolution (which took many decades) helped large numbers of peoplebecome literate and raised living standards along the way. It broughthumanity out of the medieval period and into the Renaissance.

Some 556 years later, in 1995, an even more important communicationsrevolution began. I choose 1995 because it was the year that Netscape wentpublic on the success of Netscape Navigator, the first popular product toallow easy Internet connection and web browsing.

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:57:53.

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The New Rules of Marketing and PR 29

We’re fortunate to be living in this time in history, the time of anotherimportant communications revolution. I figure we’re about halfway throughit. The first 20 years or so were fast-paced, and things changed very quickly.Usage went from a few million people online to billions. But many organi­zations still aren’t communicating in real time on the web.

The next few decades will bring a continuation of the revolution. The paceof that change means that I need to update this book every two years. Soon,this sixth edition will be replaced by the seventh. And then the eighth. Weneed to be constantly learning and updating our skills to reach buyers asthey’re looking for the products and services we sell.

Are you one of the revolutionaries? Or do you support the old regime?Are you marketing your product or service like Hotel & Igloo VillageKakslauttanen? Or are you failing to produce content that will do well inthe search engines and social networks? For your sake, I hope it’s theformer—or soon will be with the help of this book.

Open for BusinessGerard Vroomen will tell you that he is an engineer, not a marketer. He willtell you that the companies he co-founded, Cervélo Cycles and Open Cycle(aka OPEN), do not have any marketing experts. But Vroomen is wrong.Why? Because he is obsessed with the buyers of racing bikes from Cervéloand mountain bikes from OPEN. And he’s obsessed with the engineering-driven products he offers them.

Cervélo Cycles, which Vroomen sold in 2011 but for which he remainsan advisor, is a Canadian manufacturer of racing bicycle frames. Hefocused Cervélo to help his customers win races—and they do. In the2005 Tour de France, David Zabriskie rode the fastest time trial in therace’s history on a Cervélo P3C at an average speed of 54.676 kph (33.954mph). The winner of the 2008 Tour de France, Carlos Sastre, did so on aCervélo. And at the three most recent Olympics, Cervélo bikes were riddenby dozens of athletes, resulting in multiple gold, silver, and bronze medals.Besides building excellent bikes, Vroomen also excels at using the web totell cycling enthusiasts compelling stories, to educate them, to engagethem in conversation, and to entertain them. Vroomen is a terrificmarketer because he uses web content in interesting ways and sells abunch of bikes in the process.

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:57:53.

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30 The New Rules of Marketing & PR

“In marketing, if the point is for our company to get noticed, we can’t do itthe same as everybody else,” Vroomen says. “A big part of that is to dosomething unexpected and being remarkable. For example, we were the firstto blog at the Tour de France and the first to do video there.”

The Cervélo site works extremely well because it includes perfect contentfor visitors who are ready to buy a bike and also for people who are justbrowsing. The content is valuable and authentic compared to the marketingmessages that appear on so many other sites. “Our goal is education,”Vroomen says. “We have a technical product, and we’re the most engineer­ing-driven company in the industry. Most bike companies don’t employ asingle engineer, and Cervélo has eight. So we want to have that engineeringfocus stand out with the content on the site. We don’t sell on the newestpaint job. So on the site, we’re not spending our time creating fluff. Instead,we have a good set of content.”

Ryan Patch is an amateur triathlon competitor on the Vortex Racingteam—just the sort of customer Cervélo wants to reach. “On the Cervélosite, I learned that Bobby Julich rides the same bike that is available to me,”Patch says. “And it’s not just that they are riding, but they are doing reallywell. I can see how someone won the Giro de Italia on a Cervélo. That’smind-blowing, that I can get the same bike that the pros are riding. I can ridethe same gear. Cervélo has as much street cred as you can have with shavedlegs.”

Patch says that if you’re looking to buy a new bike, if you are a hard-coreconsumer, then there is a great deal of detailed information on the Cervélosite about the bikes’ technology, construction, and specs. “What I really likeabout this website is how it gives off the aura of legitimacy, being based infact, not fluff,” he says.

Search engine marketing is important for Cervélo. Because of the key-word-rich cycling content available on the site, Vroomen says, Cervélo getsthe same amount of search engine traffic as many sites for bike companiesthat are 10 times larger. As a result, Cervélo has grown quickly into one ofthe most important bike companies in the world.

In 2011, Vroomen shifted gears and now spends the majority of his timeat Open Cycle, the mountain bike company he co-founded with AndyKessler and launched in mid-2012. Now OPEN sells via 139 stores in 32countries, its own office/showroom in Basel, and an online store. He took toheart what he learned at Cervélo, making every aspect of the company“open” to customers. Right from the start, OPEN focused on social

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:57:53.

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The New Rules of Marketing and PR 31

engagement throughout the site, with community aspects and social net­working links. Anyone can comment on anything.

The OPEN site also features a blog. What’s interesting is that Vroomenand Kessler had been blogging for a year as they secretly developed thetechnology for their new bike, but the blog posts went unpublished untillaunch. “We talk not only about the product but also about how we’rerunning the company,” Vroomen says. “So a part of that was publishing thatblog after we launched, so people could see what we’d been doing the yearleading up to us becoming visible.”

Vroomen is committed to having the community of enthusiasts helpthem, and that’s a big reason why they chose the name Open Cycle. “Everypage on the site has a question and answer section at the bottom,” he says.“So it’s very easy, as soon as you’ve read something, to say, ‘Hey, I don’t quiteunderstand this.’ We answer all of those as soon as we can, time zonepermitting, but certainly within a day, usually sooner. People see that whenthey ask something, they actually get a response. But the crazy part is thatconsumers don’t expect it. So we said, ‘How about if we ask people to talk tous, and we respond?’ That’s the basic premise of OPEN.”

The company’s use of questions and answers on every page of the OPENsite, the comment feature on the OPEN blog, and social networks like Twitter(@gerardvroomen has 13,000+ followers) serve as terrific ways to market thenew company. “I don’t think of it as marketing,” Vroomen says. “It feels simplylike talking to people. And networks like Facebook, Twitter, et al. have givenus some interesting ways to do that. They turn companies such as Open Cycleinto the global version of the village baker of yesteryear. You know yourcustomers and they know you, so you want to treat them well. You want to givethem good quality, and they tell their neighbors. That’s the opposite of what’shappening at many companies today. And, of course, the flip side is that if youdon’t treat them well they’ll tell the rest of the village.”

All signs point to OPEN being on a trajectory to replicate the tremendoussuccess of Cervélo—with the site, the blog, and social networking leadingthe way forward. And that’s no coincidence. As Vroomen would tell you, theideas you’ll read about in this book work.

“This is the future for companies like us,” Vroomen says. “You can be verysmall and occupy a niche and still sell your products all over the world. It’samazing, when we go into a new country, the amount of name recognitionwe have. The Internet gives you opportunities you never had before. And it’snot rocket science. It’s pretty easy to figure out.”

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:57:53.

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32 The New Rules of Marketing & PR

The Long Tail of MarketingThe theory of the long tail as popularized by Chris Anderson in his book ofthe same name is that our culture and economy are increasingly shiftingaway from a focus on a relatively small number of major hits (mainstreamproducts and markets) at the head of the demand curve and toward a hugenumber of niches in the tail. As the costs of production and distributionfall, especially online, there is now less need to lump products andconsumers into one-size-fits-all containers. In an era without the con­straints of physical shelf space and other bottlenecks of distribution,narrowly targeted goods and services can be as economically attractiveas mainstream fare.

Some of today’s most successful Internet businesses leverage the long tailto reach underserved customers and satisfy demand for products not foundin traditional physical stores. Examples include Amazon, which makesavailable at the click of a mouse hundreds of thousands of books and otherproducts not stocked in local chain stores; iTunes, a service that legallybrings niche music not found in record stores to people who crave artistsoutside the mainstream; and Netflix, which exploited the long tail of demandfor movie rentals beyond the blockbuster hits found at the local DVD rentalshop. The business implications of the long tail are profound and illustratethat there’s much money to be made by creating and distributing at the longend of the tail. Yes, big hits are still important. But as these businesses haveshown, there’s a huge market beyond the latest Batman movie, U2, TaylorSwift, and Top Gear.

So, what about marketing? While Anderson’s book focuses on productavailability and selling models on the web, the concepts apply equally wellto marketing. There’s no doubt that there is a long-tail market for webcontent created by organizations of all kinds—corporations, nonprofits,churches, schools, individuals, rock bands—and used for directly reachingbuyers—those who buy, donate, join, apply. As consumers search theInternet for answers to their problems, as they browse blogs and chatrooms and websites for ideas, they are searching for what organizationslike yours have to offer. Unlike in the days of the old rules of interruptionmarketing with a mainstream message, today’s consumers are looking forjust the right product or service to satisfy their unique desires at the precisemoment they are online. People are looking for what you have to offerright now.

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:57:53.

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The New Rules of Marketing and PR 33

Marketers must shift their thinking away from the short head ofthe demand curve—mainstream marketing to the masses—and toward the long tail—a strategy of targeting vast numbersof underserved audiences via the web.

As marketers understand the web as a place to reach millions of micro-markets with precise messages just at the point of consumption, the waythey create web content changes dramatically. Instead of a one-size-fits-allwebsite with a mass-market message, we need to create just-right content—each aimed at a narrow target constituency. As marketing case studies, theexamples of Netflix, Amazon, and iTunes are also fascinating. The tech­niques pioneered by the leaders of long-tail retail for reaching customerswith niche interests are examples of marketing genius.

TellMeSomethingIDon’tKnow,PleaseAmazon.com has been optimized for browsing. At a broad level, there arejust two ways that people interact with web content: They search and theybrowse. Most organizations optimize sites for searching, which helps peopleanswer their questions but doesn’t encourage them to browse. But peoplealso want a site to tell them something they didn’t think to ask. Themarketers at Amazon understand that when people browse the site, theymay have a general idea of what they want (in my case, perhaps a book formy daughter about surfing) but not the particular title. So if I start with asearch on Amazon for the phrase “surfing for beginners,” I get 99 titles in thesearch results. With this list as a starting point, I shift into browse mode,which is where Amazon excels. Each title has a customer ranking where Iinstantly see how other customers rated the book. I see reader-generatedreviews, together with reviews from other media. I can see “Customers whobought this item also bought” lists and also rankings of “What other items docustomers buy after viewing this item?” I can poke around the contents ofthe book itself. After I purchase the perfect book for my daughter (The Girl’sGuide to Surfing), I might get an email from Amazon weeks or months later,suggesting, based on this purchase, another book that I might find useful.This is brilliant stuff.

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:57:53.

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34 The New Rules of Marketing & PR

The site is designed to work for a major and often-ignored audience:people who do their own research and consider a decision over a period oftime before making a commitment. Smart marketers, like the folks atAmazon and Cervélo, unlike those at the Big Three automakers we sawin Chapter 1, know that the most effective web strategies anticipate needsand provide content to meet them, even before people know to ask.

Marketing on the web is not about generic banner ads designed to trickpeople with neon color or wacky movement. It is about understanding thekeywords and phrases that our buyers are using, and creating the contentthat they seek.

Bricks-and-Mortar NewsThe new rules are just as important for public relations. In fact, I think thatonline content in all of its forms is causing a convergence of marketing andPR that does not really exist offline. When your buyer is on the web browsingfor something, content is content in all of its manifestations. And in aninterconnected web world, content drives action.

I often hear people claim that online content such as blogs, photos, andinfographics doesn’t work as a marketing strategy for traditional bricks-and­mortar industries. But I’ve always disagreed. Great content brands an organi­zation as a trusted resource and calls people to action—to buy, subscribe,apply, or donate. And great content means that interested people return againand again. As a result, the organization succeeds, achieving goals such asadding revenue, building traffic, gaining donations, or generating sales leads.

For instance, The Concrete Network provides information about resi­dential concrete products and services and helps buyers and sellers connectwith each other. The company targets consumers and builders who mightwant to plan and build a concrete patio, pool deck, or driveway—thisaudience makes up the business-to-consumer (B2C) component of TheConcrete Network—as well as the concrete contractors who make up thebusiness-to-business (B2B) component. The Concrete Network’s Find aContractor service links homeowners and builders who need a project donewith contractors who specialize in several dozen different services located inhundreds of metropolitan areas in the United States, Canada, and Australia.The company’s web content drives business for The Concrete Network. Yes,ladies and gentlemen, web content sells concrete! (You can’t get any morebricks-and-mortar than, well, mortar.)

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:57:53.

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The New Rules of Marketing and PR 35

“The new rules of PR are that anybody who wants to be the leader has tohave news coming out,” says Jim Peterson, president of The ConcreteNetwork. The company’s ongoing marketing and PR program includes aseries of articles on the site; free online catalogs for categories such ascountertops, pool decks, patios, and driveways; and photo galleries forpotential customers to check out what is available. As a result of all of theterrific content, The Concrete Network gets more than 10 times the traffic ofany other site in the concrete industry, according to Peterson. An importantcomponent of the site’s content is the beautiful photos drawn from “Earth’slargest collection of decorative concrete photos.” For example, there aredozens of photos of just concrete patios.

As president of The Concrete Network, Peterson is that rare executive whounderstands the power of content marketing, search engine optimization, andimages to reach buyers directly and drive business. What is his advice to othercompany presidents and CEOs? “Every business has information that cancontribute to the education of the marketplace. You need to ask yourself,‘How can I get that information out there?’ You have to have a bit longer view andhave a sense of how your business will be better down the line. For example, wecreated an entire series of buyer guides, because we knew that they would bevaluable to the market. You need to think about how it will benefit your businessand then commit to it, understanding that nothing is an overnight thing.”

Peterson also suggests getting help from an expert to get started with aprogram. “Don’t sit there and leave this [as] just a part of your list of goodintentions,” he says. “Businesses will live or die on original content. If youare creating truly useful content for customers, you’re going to be seen in agreat light and with a great spirit—you’re setting the table for new business.But the vast majority of businesses don’t seem to care. At The ConcreteNetwork, we’re on a mission. Get down to the essence of what your productsolves and write good stories about that and publish them online.”

You’ve got to love it. If content sells concrete, content can sell what youhave to offer, too!

The Long Tail of PRIn PR, it’s not about clip books. It’s about reaching our buyers.

I was vice president of marketing and PR for two publicly tradedcompanies, and I’ve done it the old way. It doesn’t work anymore. Butthe new rules do work—really well.

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:57:53.

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36 The New Rules of Marketing & PR

Instead of spending tens of thousands of dollars per month on a mediarelations program that tries to convince a handful of reporters at selectmagazines, newspapers, and TV stations to cover us, we should be targetingthe plugged-in bloggers, online news sites, micropublications, public speak­ers, analysts, and consultants who reach the targeted audiences who arelooking for what we have to offer. Better yet, we no longer even need to waitfor someone with a media voice to write about us at all. With social media,we communicate directly with our audience, bypassing the media filtercompletely. We have the power to create our own media brand in the nicheof our own choosing. It’s about being found on Google, Yahoo!, Bing, andniche content sites. Instead of writing press releases only when we have bignews—releases that reach just a handful of journalists—we should be usingtechniques like newsjacking that highlight our expert ideas and stories. Youwill learn about newsjacking in Chapter 21.

To succeed in long-tail marketing and PR, we need to adopt differentcriteria for success. In the book world, everyone used to say, “If I can only geton Oprah, I’ll be a success.” Sure, I would have liked to be on The OprahWinfrey Show, too. But instead of focusing countless (and probably fruitless)hours on a potential blockbuster of a TV appearance, wouldn’t it be a betterstrategy to have lots of people reviewing your book in smaller publicationsthat reach the specific audiences who buy books like yours? Oprah was along shot, but right now bloggers would love to hear from you. Oprahignored 100 books a day, but bloggers run to their mailboxes to see whatinteresting things might be in there. Sure, it would be great to have yourbusiness profiled in Fortune or the Financial Times. But instead of putting allof your public relations efforts into a mention in the major business press,wouldn’t it be better to get dozens of the most influential bloggers andanalysts to tell your story directly to the niche markets that are looking forwhat you have to offer?

The New Rules of Marketing and PRIf you’ve been nodding your head excitedly while reading about what someof these companies are up to, then the new rules are for you. In the nextchapter, I offer interesting case studies of companies that have beensuccessful with the new rules. In each case example, I’ve interviewed aparticular person from that organization so we can learn directly from them.Following are chapters on specific areas of online content (such as blogging,online video, and social networking) and then more detailed how-toScott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications,

Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:57:53.

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The New Rules of Marketing and PR 37

chapters. But before we move on, let me explicitly state the new rules ofmarketing and PR that we’ll discuss throughout the rest of the book:

• Marketing is more than just advertising.• PR is for more than just a mainstream media audience.• You are what you publish.• People want authenticity, not spin.• People want participation, not propaganda.• Instead of causing one-way interruption, marketing is about delivering

content at just the precise moment your audience needs it.• Marketers must shift their thinking from mainstream marketing to the

masses to a strategy of reaching vast numbers of underserved audi­ences via the web.

• PR is not about your boss seeing your company on TV. It’s about yourbuyers seeing your company on the web.

• Marketing is not about your agency winning awards. It’s about yourorganization winning business.

• The Internet has made public relations public again, after years ofalmost exclusive focus on media.

• Companies must drive people into the purchasing process with greatonline content.

• Blogs, online video, e-books, news releases, and other forms of onlinecontent let organizations communicate directly with buyers in a formthey appreciate.

• Buyers want information in language they understand, not gobbledy­gook-laden jargon.

• Social networks like Twitter, Facebook, and LinkedIn allow people allover the world to share content and connect with the people andcompanies they do business with.

• In our always-on world, buyers expect instant, 24/7 communications.• On the web, the lines between marketing and PR (and sales and

service, too) have blurred.

The Convergence of Marketing and PRon the WebAs I originally wrote this list and edited it down, I was struck by howimportant one particular concept was to any successful online strategy to

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:57:53.

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38 The New Rules of Marketing & PR

reach buyers directly: This concept is the convergence of marketing and PR.In an offline world, marketing and PR are separate departments withdifferent people and different skill sets, but this is not the case on theweb. What’s the difference between what Amazon, iTunes, and Netflix aredoing to reach customers via online marketing and what The ConcreteNetwork does? There’s not much difference. How is the news that OpenCycle creates itself and posts on the site different from a story on Bicyclingmagazine’s website? It isn’t. And when a buyer is researching your productcategory by using a search engine, does it really matter if the first exposure isa hit on your website, a news release your organization sent, a magazinearticle, or a post on your blog? I’d argue that it doesn’t matter. Whereas Ipresented two separate lists for The Old Rules of Marketing and The OldRules of PR, now there is just one set of rules: The New Rules of Marketingand PR. Great content in all forms helps buyers see that you and yourorganization get it. Content drives action.

Scott, David Meerman. The New Rules of Marketing and PR : How to Use Social Media, Online Video, Mobile Applications, Blogs, Newsjacking, and Viral Marketing to Reach Buyers Directly, John Wiley & Sons, Incorporated, 2017. ProQuest Ebook Central, http://ebookcentral.proquest.com/lib/bu/detail.action?docID=4915575.Created from bu on 2022-05-03 22:57:53.

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How it Works

  1. Clіck оn the “Place оrder tab at the tоp menu оr “Order Nоw” іcоn at the bоttоm, and a new page wіll appear wіth an оrder fоrm tо be fіlled.
  2. Fіll іn yоur paper’s іnfоrmatіоn and clіck “PRІCE CALCULATІОN” at the bоttоm tо calculate yоur оrder prіce.
  3. Fіll іn yоur paper’s academіc level, deadlіne and the requіred number оf pages frоm the drоp-dоwn menus.
  4. Clіck “FІNAL STEP” tо enter yоur regіstratіоn detaіls and get an accоunt wіth us fоr recоrd keepіng.
  5. Clіck оn “PRОCEED TО CHECKОUT” at the bоttоm оf the page.
  6. Frоm there, the payment sectіоns wіll shоw, fоllоw the guіded payment prоcess, and yоur оrder wіll be avaіlable fоr оur wrіtіng team tо wоrk оn іt.

Nоte, оnce lоgged іntо yоur accоunt; yоu can clіck оn the “Pendіng” buttоn at the left sіdebar tо navіgate, make changes, make payments, add іnstructіоns оr uplоad fіles fоr the оrder created. e.g., оnce lоgged іn, clіck оn “Pendіng” and a “pay” оptіоn wіll appear оn the far rіght оf the оrder yоu created, clіck оn pay then clіck оn the “Checkоut” оptіоn at the next page that appears, and yоu wіll be able tо cоmplete the payment.

Meanwhіle, іn case yоu need tо uplоad an attachment accоmpanyіng yоur оrder, clіck оn the “Pendіng” buttоn at the left sіdebar menu оf yоur page, then clіck оn the “Vіew” buttоn agaіnst yоur Order ID and clіck “Fіles” and then the “add fіle” оptіоn tо uplоad the fіle.

Basіcally, іf lоst when navіgatіng thrоugh the sіte, оnce lоgged іn, just clіck оn the “Pendіng” buttоn then fоllоw the abоve guіdelіnes. оtherwіse, cоntact suppоrt thrоugh оur chat at the bоttоm rіght cоrner

NB

Payment Prоcess

By clіckіng ‘PRОCEED TО CHECKОUT’ yоu wіll be lоgged іn tо yоur accоunt autоmatіcally where yоu can vіew yоur оrder detaіls. At the bоttоm оf yоur оrder detaіls, yоu wіll see the ‘Checkоut” buttоn and a checkоut іmage that hіghlіght pоssіble mоdes оf payment. Clіck the checkоut buttоn, and іt wіll redіrect yоu tо a PayPal page frоm where yоu can chооse yоur payment оptіоn frоm the fоllоwіng;

  1. Pay wіth my PayPal accоunt‘– select thіs оptіоn іf yоu have a PayPal accоunt.
  2. Pay wіth a debіt оr credіt card’ or ‘Guest Checkout’ – select thіs оptіоn tо pay usіng yоur debіt оr credіt card іf yоu dоn’t have a PayPal accоunt.
  3. Dо nоt fоrget tо make payment sо that the оrder can be vіsіble tо оur experts/tutоrs/wrіters.

Regards,

Custоmer Suppоrt

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