David Meerman Scott practices what he preaches. He used his blog, WebInkNow, to develop content for his book, ‘The New Rules of Marketing & PR.’
The book’s thesis is that the Web offers companies and organizations of all sizes the ability to get, “…the right message to the right people at the right time.” Its main strategic point is that marketers should focus on buyers and their problems (rather than hyping products and services), and think like a publisher by, “…delivering content when and where it is needed and, in the process, branding you and your organization as a leader.”
To me, the book’s greatest value is its in-depth examination of new media tactics and channels, such as blogs, podcasts, videos, search engines, online media rooms, and more. The book is structured like a blog, and divided into three sections: 1) How the Web Has Changed the Rules of Marketing and PR, 2) Web-Based Communications to Reach Buyers Directly, and 3) Action Plan for Harnessing the Power of the New Rules.
If you are just dipping your toes into new media marketing, read the whole book. While information in some sections is redundant, it will be worth your time. If you are already involved in new media marketing, dive right into section three’s action plan, where information is cross-referenced (like a blog) to earlier sections in case you want to dig deeper into any specific subject.
