The NEW RULES OF MARKETING
Abstract
Companies that understand the new rules of marketing develop directly relationships with consumers. The old rules of marketing were marketing simply meant advertising and branding. There were separate disciplines run by different people with separate goals and strategies. Advertising was one-way, company to consumer exclusively about selling products, based on campaigns that had limited life. Advertising relied on interrupting people to get them to pay attention to a message. The old rules ofPR were companies communicate to journalists via press releases. The only way buyers could learn about the market press release’s content was if the media wrote story about it. The new rules are: marketing is more than just advertising, PR is for more than just a mainstream media audience, people want participation, not propaganda. Companies must
drive people into purchasing process with great online content. Blogs, online video, ebooks, news releases, and other forms of online content let companies communicate directly with buyers in a form they appreciate. There is a great convergence of marketing and PR on the web. It is fun to blog and tweet, and it makes you feel good to get your ideas out into the world.
References
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3. Garfield, S. Online video secrets to building your business, Irwin, 2008
4. Sterne, J. Social media metrics: How to measure and optimize your marketing investments. Harvard business school, 2011
5. Nalty, K. How to promote and sustain your brand with online video. Willey, 2012
6. Handley, A. and C. Chapman, Content rules: How to create killer blogs, podcasts, videos, e-books, webinars, that engage customers and ignite your business. Irwin, 2012.
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