So, I've just finished reading David Meerman Scott's The New Rules of Marketing And PR, and I feel that it is only appropriate to reflect upon what I believe are the most important points of the book.
At first glance, this is not an easy task considering the numerous insights Scott provided, but nevertheless one worth doing.
So here are my thoughts.
Distilled to its purest form, Scott's book is comprised of a series of insightful case studies and "new rules," all used to illustrate one point: The Web has changed the way marketing and PR professionals can converse with masses of "underserved," highly attentive consumers, and we (professionals) can't afford to miss out on these conversations.
An important point - and one blasphemous to my kind (PR folk) - is that the Web has blurred the traditional lines between marketing and PR. Rather than opposing disciplines, we are both goal oriented practitioners wishing to make a quantifiable impact - whether that stem from additional revenue, petition signatures or listserv signups - on our organization's bottom line.
Okay Jay, but how can we go about doing this?
Im glad you asked. The answer is simple, Content.
The key to any successful Web presence is quality content, and lots of it. Not only does frequently updated quality content help drive your web presence up in search engine rankings, but it also can be used to drive customers into the sales process (or a mutually beneficial goal for a non-profit).
Overall, I think Scott's book was an invaluable tool that opened my eyes to the immeasurable marketing and PR opportunities made possible through Web based social mediums.