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The new rules of marketing & PR : how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly / David Meerman Scott.

by Scott, David Meerman.

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John Wiley & Sons, Inc., [2015]

658.872 S425n 2015

Internet marketing.

Viral marketing.

Public relations.

Blogs -- Economic aspects.

Social media -- Economic aspects.

Internet videos -- Economic aspects.

9781119070481 (pbk.)

1119070481 (pbk.)

xxi, 458 pages : illustrations ; 23 cm

Rev. ed. of: The new rules of marketing and PR. 4th ed. c2011.

Includes index.

Foreword / Robert Scoble -- Introduction -- I. How the web has changed the rules of marketing and PR. The old rules of marketing and PR are ineffective in an online world - The new rules of marketing and PR - Reaching your buyers directly -- II. Web-based communications to reach buyers directly. Social media and your targeted audience - Blogs: tapping millions of Evangelists to tell your story - Audio and video drive action - Going viral: the web helps audiences catch the fever - The content-rich website - Marketing and PR in real time -- III. Action plan for harnessing the power of the new rules. You are what you publish: building your marketing and PR plan - Growing your business: how marketing and PR drive sales - Online thought leadership to brand your organization as a trusted resource - How to write for your buyers - Mobile marketing: reaching buyers wherever they are - Social networking as marketing - Blogging to reach your buyers - An image is worth a thousand words - Video and podcasting made, well, as easy as possible - How to use news releases to reach buyers directly - Your newsroom: a front door for much more than the media - The new rules for reaching the media - Newsjacking your way into the media - Search engine marketing - Make it happen -- Acknowledgments for the fifth edition -- About the author -- Preview: the new rules of sales and service -- Index -- Have David Meerman Scott speak at your next event.

A guide to the future of marketing, updated and revised to remain the top marketing and public relations book available. The latest tools and techniques to communicate with buyers directly and in real-time, raise online visibility, and increase sales. For professionals, entrepreneurs, business owners, and professors alike, this guide offers actionable strategies that can be implemented immediately. David Meerman Scott offers fresh examples of success from organizations around the world ; delivers revised and expanded information on techniques like Inbound Marketing, Content Marketing, and Newsjacking; and offers the latest on social networks such as YouTube, Twitter, Facebook, Instagram, Snapchat, and LinkedIn. Gives you the inside track to gain attention for your product, service, or idea at a fraction of the cost of traditional marketing and PR programs.

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