These Are The New Rules of Marketing

These Are The New Rules of Marketing & PR

I recently came across David Meerman Scott’s Book, The New Rules of Marketing & PR , and was ecstatic to find someone in line with what I talk about here. Sometimes I feel like I’m beating my head against the wall trying to tell clients and readers the advantages of moving away from “old school” marketing and into Marketing 2.0. I devoured the book (and recommend you read it too) and then took a shot in the dark by emailing David for an interview. He replied within an hour. What a guy.

Here’s what he had to say about marketing in a Web 2.0 world.

EM: Do you find it difficult to convince people that the rules of marketing and PR have changed (I sure do!)?

DMS: It used to be really difficult to convince people. Now it is easy. I just ask, “when was the last time you looked for a product or service or the answer to a question via TV, radio, newspaper or magazine?”

Then “How about on Google?” Then I say, “OK, that’s the same as everyone these days.”
Old rules “buy your way in with advertising or beg your way in with the media.” New rules “publish your way in with content.”
Here’s another: “Your brand is what Google says it is.”

Very nice comment. Google is kind of like Wal-Mart. It’s a super-power whether we want to admit it or not. We can play with it or not play at all!

EM: Why do you think people are reluctant to adopt the newer and cheaper methods of marketing?

People are reluctant because they hate to change. They like the comfort of playing by the old rules.

EM: You talk a lot about press releases. This is something I suggest each and every one of my clients use to their benefits. Do you think the purpose of a release has changed (from being reporter fodder to becoming SEO boosters and inspiration for bloggers)?

Press releases such at reaching the media (except when the media is searching). The media no longer care about news releases. Most PR people are spammers.

Press releases are a great way to reach your BUYERS: http://www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf

EM: What are your top 4 marketing and PR tool picks for newbies to what I call Marketing 2.0?

Thanks to David for the interview! To learn more about David, visit his site or his blog, Web Ink Now.
-Susan
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