David Meerman Scott gives an insider’s look at the differences of the new and the old marketing rules. Fascinating and so true, what used to work has changed! And if you want to succeed, you not only have to acknowledge the new rules, you have to understand and accept them into your own practices.
He notes that PR and Journalist relationships are still valid and that traditional media and advertising have their arenas, but if you want to speak directly to your customer, you’ve got to get with the new wave of communication and be where your customer is.
You can embrace it, or you can miss the bus.
Scott talks about the mistrust traditional media has fostered since the days of the original Mad Men bombarding consumers with one-way conversations and how relationships and marketing exchanges have truly turned full circle. New marketing is about trust and building loyalty through listening and thoughtful customer response.
On Election Day 2008, 25% of Barack Obama’s voters were already directly linked to him through social media including blogs, FB, and Twitter. He won because he was the candidate who most strongly embraced social media.
—David Meerman Scott
The importance of bloggers and their valuable information and the loyalty that can be cued from the blogosphere, twitter, and forums, can be used as important marketing tools that have, in the past, not been taken seriously. Scott brings to light that social media is definitely not just a bunch of teenagers building resume-breakers with party pics. It’s about personal connection and new communication through online communities and interaction.
Scott points out that the Web is not TV and blogs are not magazine articles.
The communication is much different today when it comes to style, content, and intent. Social media and online marketing are about building relationships and growing trust.
This book runs through how and why blogs, video, white papers (encouraging mailing lists), e-books (as freebies), news releases, Twitter, and FB, etc. are mandatory marketing methods that a professional must hone in order to be considered savvy and successful in the modern market of today. I recommend it.
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Luck in your prose,