The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly /

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For marketers, 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 people who make your business work. This one-of-a-kind guide incl...

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Foreword --
Introduction --
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 --
Web-based communications to reach buyers directly --
Blogs : tapping millions of evangelists to tell your story --
The new rules of news releases --
Audio content delivery through podcasting --
Forums, wikis, and your targeted audience --
Going viral : the web helps audiences catch the fever --
The content-rich web site --
Action plan for harnessing the power of the new rules --
You are what you publish : building your marketing and PR plan --
Online thought leadership to brand your organization as a trusted resource --
How to write for your buyers --
How web content influences the buying process --
How to use news releases to reach buyers directly --
The online media room : your front door for much more than the media --
The new rules for reaching the media --
Blogging to reach your buyers --
Podcasting and video made, well, as easy as possible --
Social networking sites and marketing --
Search engine marketing --
Make it happen --
Acknowledgments --
Index --
About the author --
World wide rave : creating triggers that get milions of people to spread your ideas and share your stories [excerpt].
1. Verfasser:
Scott, David Meerman
Format:
Elektronisch E-Book
Sprache:
Englisch
Veröffentlicht:
Hoboken, N.J. : Wiley, c2009.
Ausgabe:
Rev. and updated.
Zusammenfassung:
For marketers, 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 people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.
Umfang:
xxxi, 287 p.
text file
Available also in a print ed.
Anmerkungen:
Includes index.
Anmerkungen:
English
Bibliografie:
Includes bibliographical references.
Schlagworte:
Internet marketing.
Public relations.
Bezugswerke: