Lead on Purpose

Promoting Leadership Principles in Product Management

New Rules of Marketing

4 Comments

New Rules of Marketing and PROne of the great new books to come of age is The New Rules of Marketing and PR by David Meerman Scott. David writes and excellent book comparing and contrasting the “old rules” of marketing with the new. He writes with compelling explanations about how new technologies have changed the marketing / PR profession from a focus on communicating with journalists, reporters and editors to writing for and focusing directly on the end customer. He says that marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of under-served audiences via the web.

The traditional “interrupt” (TV-style) advertising does not work in today’s world. Blogs, podcasts, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate. And the best part of all (if done right)…the customers will find you and they will want to buy your product.

Producing and distributing ebooks is another great concept for which I consider David Meerman Scott the thought leader. He writes his ebooks with great content and puts them out for everyone to download with no obligations (he describes this process in at least one of the ebooks). They are all great, but my favorite is The Gobbledygook Manifesto; this ebook analyzes the most-used and under-meaningful words and phrases in business writing. It’s definitely made a difference in the words I use when I write (though I no doubt still throw in gobbledygook now and again).

I listened to a webinar last week where David answered questions about the new rules of marketing, effectively using blogs, viral marketing and other types of media to get your message out to the masses. We have great technology available now and David is becoming a master at using it effectively and teaching others to use it too. He is not only a leader in using new means of marketing, but he’s also teaching people how to be more effective leaders by using the new media and means of marketing.

David’s work—including his book—has been a tremendous positive influence for me. I am learning much on how to better market products and get the right information into the right forms so that it reaches the people who are looking for it. What have you found that works well for your organization?

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4 thoughts on “New Rules of Marketing

  1. The Gobbledygook Manifesto was a fantastic section in this book. It highlighted all the areas that Marketers like to fill in their PR releases or their brochures, and other sales tools with “fluff.” I have always called that section or sections of Marketing work “fluff” – but gobbledygook is great.

    I remember working at a web-based company about 8 years ago – and they loved to recommend rewrites to my releases and I had to laugh when I read this section as all the “recommends” where filled with the gobbledygook words.

    As this book is a little old now (2 years is old – amazing) there is a whole new slew of these words, but any of us who consistently do marketing should be able to easily come up with a list of these words to stay away from unless you can back them up with real data. I love the first two books you worked to show your readers about! Keep up the great work.

    Ben
    yattitude.wordpress.com

    P.S.

    I am adding you to my blogroll – I like your work

    Ben

  2. Hey Michael

    Many thanks for writing about my book. I’m glad that you enjoyed the webinar too. I appreciate you taking the time to share your thoughts.

    All the best to your continued success.

    David

  3. Thanks for pointing out David’s new ebook – I love his insights and will have to grab this.

  4. Pingback: Podcast: The New Rules of Marketing and PR « Lead on Purpose

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