The author gave me his book at the Breakfast Toastmasters event featured on page 22, and asked me to share my thoughts on it with BCCJ ACUMEN readers — a classic masterstroke from one of his book’s most fundamental lessons: how to get free publicity for your product or service.
This second edition, which has been completely revised and updated, explains to the technical novice how the web has changed the rules of marketing and PR and how to leverage the potential of the individual media, with case studies and action plans to help you apply the new rules to your organisation.
Topics such as social media, podcasts, press releases, blogs, and search-engine marketing are featured in concise and no-nonsense fashion, along with very useful tips on how to use web 2.0 tools.
Meerman Scott argues that knowing marketing’s “old rules” is vital to exploiting the new-media culture. The decline of traditional mass media marketing opens endless new opportunities for SMEs, niche marketers and entrepreneurs, he says.
The real winner, though, is the consumer: he claims the ethos of online objective information delivers good-value content, rather than biased, expensive advertising.
If you are in sales, I suggest that you buy this excellent, new and improved edition soon — if only to know your rivals better.
Review by Simon Farrell
[greybox]David Meerman Scott is a marketing strategist whose seminars have won numerous awards and sold over $1 billion worth of products and services worldwide. Scott has worked in online news at executive level, and in e-commerce as senior manager. He delivers keynote speeches and teaches corporate, NPO and government workshops, and worked in Tokyo from 1987 to 1993 and in Hong Kong from 1993 to 1995.