From the Book - Fifth edition.
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
Preview: the new rules of sales and service
Have David Meerman Scott speak at your next event.
