The New Marketing Or Bust
New Rules of Marketing and PR Revisited
“The real fact of the matter is that nobody reads ads. People read what interest them, and sometimes it’s an ad.” –Howard Luck Gossage
That was true when Howard Gossage said it, and it is just as true now. No one goes to your stupid company website. People read what interests them, and sometime it’s about your product, or even something on your website.
The talented Nettie Hartsock contacted me and asked if I would like a review copy of David Meerman Scott’s 2nd edition of The New Rules of Marketing and PR. Sure. I had not read his book, which had been on my “to read” list for a while. I am a fan of DMS’s work. I really like his blog (WebInkNow), whose posts I tweet with regularity.
It was no surprise that as I read his book I felt I was connecting with a kindred spirit. Albeit a trailblazer a head of his time. (I know that is redundant, but I’m gonna go with it anyway.)
If you like this post, say thanks by Clicking Here to share it on Twitter.
Brand Journalism
When I was working at public relations agencies, the majority of my staff worked on non-traditional media activities to reach our clients’ audiences, e.g., white papers, seminars and workshops, news releases written and delivered directly to customers, elite customer (power user) advisory boards, and other activities that DMS would call Brand Journalism. Those practices were common well over a decade ago in the agencies I worked. Today, it is all those things, but on steroids and in Internet time.
The shift in the way we talk to our customer-base has been long underway, and DMS captures it in a definitive work. This book creates a language to talk about what marketing is now, not about the future. I would call this book a new marketing primer for the senior marketing professional. Unfortunately, that would belie the magnum opus that it is.
How Customers Make Their Buy Decision
This book covers a lot, but let me try to convey the fundamental gist by sharing one anecdote. DMS tells about his experience when he wanted to buy a new car. He first went to the big manufactures’ websites to gather information, but was quickly turned off by the self-serving marketing dreck. The same bland jargon filled marketingsese copy we have all learned to write because it gets approved by the empty suits that demand final approval, but who lack any marketing sagaciousness. (But, I digress.)
He then turned to Edmonds CarSpace, a place where consumers share their authentic stories and opinions. Here, he could read what others are saying, and then shape his own informed opinion. The true power of social media.
This is the very essence of how our job as communicators has changed. We no longer can create marketing materials in a vacuum and then kick them out the door, traditional one-to-many, and hope to be successful.
Just In Time Information
We now must provide the right information for a many-to-many marketing communications model. Because, now our materials are judged, rated, or possibly shared, by a very vocal majority that is not on the company payroll, and that is not afraid of getting fired for being honest.
I have advised my clients for a long time to step back and understand who their customers are,. Then speak directly to them in the language they choose. That is why I deeply appreciate each chapter. They go to the heart of the new marketing. For example, the chapters on writing releases to and for your customers, or having a company blog to demonstrate your thought leadership are both on target. If you can, or already, grasp these very simple chapters, you can grasp the significant core change marketing has gone through.
Who Should Read This?
If you are starting in communications, an old corporate communications dog needing to learn the new tricks, or a CMO that wants to ensure you “get it”, this is a must read. Not only does he talk directly about the tools and the hands on how-to, but, more importantly, he gives the larger framework in which to view this shift, and develop you own strategy to be successful.
You may disagree with things DMS says, which is fine, but you better understand every single concept in this book, and have an articulate reason why you disagree.
The future of new marketing is now. Are you ready?
READER’S NOTE: New to Digital Marketing Mercenary? Subscribe to the RSS feed, or get it by email.
Hey, you look good. Have you been working out? Oh, can you help a brother out and share this post? I’m just saying….
Other posts you might like
-
How To Find Twitterers Talking About Your Profession, Company, Or Product
-
4 CEOs Successfully Blogging To Reach Their Company’s Target Audience
-
How To Intelligently Integrate Social Media Into Your Organization Without Adding Headcount
David Meerman Scott
April 15, 2010
Love it. Thanks Steve. Looking forward to connecting with you on the phone! David
Jonathan Mast
April 15, 2010
If you were in my shoes, what one thing would you do TODAY to better engage with our customers AND potential customers?
David Meerman Scott
April 16, 2010
Jonathan – First step is to stop being egotistical – avoid talking about you and your products.
Laura L.
April 16, 2010
How do you “win over” those who are hesitant to add social media to the company’s current marketing mix?
David Meerman Scott
April 17, 2010
Laura,
As those people who are fearful how THEY would answer these questions: http://bit.ly/4C46cZ
Guhmshoo
April 17, 2010
I haven’t read your book (hoping to win the free one), but I’ve always advised clients to focus on creating compelling content first and then finding the appropriate distribution channel. Do you feel there’s too much emphasis placed on the latest shiny new toys (e.g., Twitter, Facebook, etc.) rather than on quality content?
markwschaefer
April 18, 2010
Do you get tired of answering the same questions over and over?
David Meerman Scott
April 19, 2010
Mark. No. It means people are engaged with my ideas. If I get no questions, it means I’d have to get a real job.
Stephanie Wonderlin
April 19, 2010
How do you recommend implementing a social media strategy with limited resources (people, time, money)?
Amy Howell
April 19, 2010
Great info! Here’s a question: if 55% of CMOs are not engaging in the new media~are we still behind the curve? Also…it’s the top leadership and management of corporate who must also ‘get it’ and that I believe is critical to success!
martinwaxman
April 19, 2010
What steps would you take to help a client that relies on traditional media relations (i.e. publicity) adjust their communications strategy and integrate social media programs into the mix?
Wally Bock
April 19, 2010
Interesting post, Steve. I can see the similarity between you and Scott. I pay attention to what both of you have to say, since you’re further along the social media trail than I am and you have deep expertise in getting a business known.
That’s s why my question to you would be: “What do you need to know from me in order to help me improve my business results?” When you answer that, I’ll have a major league learning experience about what’s important and what I should be considering.
Zachary Cohen
April 19, 2010
What do you say to companies that believe they don’t have the bandwitdth to engage authentically?
Antonio Hernandez
April 19, 2010
nice post Steve!
seems we forget sometimes the most obvious “steps” to engage customers: “speak directly to them”
as marketers, we desperately look to sell, instead of listen to and provide useful help (content, insights, materials…)
keep this posts coming!
Ryan Rancatore
April 19, 2010
Here is a tough one – How would you approach public-facing social media when:
You are a B2B firm that does market to the public at large, but really wants to target only a very specific subset?
Thanks David and Steve.
Steve Koss
April 19, 2010
Steve…you nailed the physical & virtual ad game…enough said!
When will the darn change management iceberg melt and engage in the “New How” to form silos of collaboration to strategize together for significance?
Cheers…Steve
Mary Schless
April 19, 2010
Nice post Steve. I really like the section about how consumers make their buying decisions. I look for reviews from people that have used the product rather than go to the website to read generic information. Word of mouth has a lot more influence on buying habits.
Sasha
April 19, 2010
Very interesting post and topic.
I’m really curious about two things — the dynamic of men and women working together.
What do you do if it feels like a boys club? or a girls club?
Also, how a smaller agency, though backed up a large corp., who is unknown can grow to stand on its own?
Jonathan Sherman
April 19, 2010
I hear the sentiment “it’s all about the conversation, engaging through conversing” a lot. I’ve also read several counter points, one such from Mark Schaefer, where he wrote in regards to the “it’s all about the conversation sentiment”, and I quote, “…at best, an un-moderated, non-representative focus group dominated by aggressive personalities likely to complain and force their view on others.” (link to article here: http://businessesgrow.com/2010/03/21/exploding-the-its-all-about-the-conversation-social-media-myth/). What is the true value of “the conversation”? When implementing a social media strategy should that be at the top of my list? Why or why not?
Steve Farnsworth
April 19, 2010
Thanks to everyone. These are great questions. Keep them coming. I’ll select a number of these to ask David in an interview we are scheduled to do, and that I will post, in a few weeks.
I want to thank David Meerman Scott for being a great sport and answering a few of these questions as a lead-up to our interview. I know he is swapped, but I appreciate him taking a few minutes to join in.
Adam Vincenzini
April 19, 2010
David (via Steve)
Really interesting stuff.
I have a question, which has been bothering me for a while now: How many consumers are really as savvy as you / us (by us I mean the ‘converted’ marketing pros)?
Do we run the risk of getting too caught up in how we like to be communicated with as opposed to what is possibly ‘really’ happening out there?
Adam
siliconcowboy
April 19, 2010
Good stuff Steve and I agree, the social game aspect of this blog is very effective. So, here’s my question. A lot of PR and communications types seem to think there should be a 1:1 correlation between marketing plans and social media. That is, social media is simply a tool to deliver on the marketing strategy. What I’m reading suggests that social media should be more autonamous, only calling upon marketing messages when the conversation invites it. Do you agree?
Alexis Ceule
April 19, 2010
I feel like the little guy is “getting it”. I am so happy about that! I think they are getting it quicker because they have to. When funds for PR/Branding/Marketing/Advertising are tight, you look for the most economical ways to get the job done. The realize the reach and the impact. Exciting times people!!!!
Rebecca Murtagh a/k/a @VirtualMarketer on Twitter
April 19, 2010
One of the biggest challenges facing businesses is what to say to their audiences on social media platforms. I agree with your post, companies must get to know customers and speak their language.
This comes naturally for the organizations that know who they are and have an ongoing relationship with their customers.
But, Here’s a crazy thought, could it possibly be that engaging the very customers they serve is too “organic” and unstructured for some to comfortably embrace?
Nice post, look forward to reading the book!
Jules
April 19, 2010
Questions:
1. Where does PR fall in this new marketing shift? (Are PR & Marketing being grouped together for the purposes of the book?)
2. Is social media to be managed by marketing, PR or both?
3.In many-to-many marketing is it more or less important for Marketing/PR to have a seat at the table (the CEO’s table, that is)?
Great post! Thanks!
Dave
April 19, 2010
Nice review Steve – the book looks like a ripper. The first question we encourage nay new marketers we work with to ask is: ‘How well do I really (and I mean REALLY) know my customers? and what can I do to get right-up close to them to truly and deeply understand their lives and the role my product or service plays.
Mike Johansson
April 19, 2010
Steve – thanks for the heads up on a new edition for what has become my go-to book when “showing” rather than “telling” potential clients about the value of the new world order called social marketing.
David, to follow up on Adam’s questions: I too worry that too much focus goes on the “new, shiny object” called social media. In fact I just blogged about this earlier today – Beware the Social Media ‘Cone of Silence’ (http://www.socialmediatoday.com/SMC/190138).
Perhaps it’s gratifying to you David that once people read your book (or at least the first edition of it that I’ve given them) they can’t wait to try some social media. My problem then becomes the opposite: How to keep them doing at least some of the “old stuff” that works alongside the new stuff. How do you handle this without sounding like you want them to “do it all” (because I don’t)?
Bill Grunau
April 19, 2010
I just finished the book and LOVED it. Something the book didn’t cover is TweetUps. Mashable has a short blog on how to host a successful TweepUp.
We are doing one this week, Friday April 23rd for the Digital Empowerment Summit in New Jersey in conjunction with the live event and the webcast.
I would love to hear your suggestions and comments.
Cheryl K. Burgess
April 19, 2010
Already read The New Rules of Marketing & PR by David Meerman Scott and still refer to his book for ideas and creative strategies. His book includes numerous examples for companies, regardless of size, to circumvent the high costs of mainstream media. Found his media room integration strategies innovative regardless of the level of implementation or company budget.
But my real question is, when will ad agencies fully absorb the implications of social media for their clients? How long will it take for social media to become just another part of the agency media plan – instead of having to categorize social media “as something different”?
Alan Graner
April 19, 2010
To me, social media is narrowcasting. It slices customers into tiny slivers in the belief that it’s better to attract 10 truly interested prospects/customers than a million uninterested ones.
In an age of fragmentation and limited resources:
How do you determine the best social media channels for you and your customers?
What are the best ways to find your specific audience(s) in those channels?
How do you justify the tremendous cost in time and resources to communicate with a very limited audience?
Why would you choose “conversations” and “engagement” over direct sales?
Lou Hoffman
April 20, 2010
Do you think its disingenuous for a company to nudge –or even push — their customers to share their opinions about the company and its products?
If the answer is no, where do you draw the line? Sending SWAG to a customer after he/she has penned a positive review (with zero prodding) seems like safe ground.
Including a note at the point of purchase that says something to the effect if the product exceeds your expectations we’d value you taking the time to share your experience on Amazon.com, Edmonds Car Space, etc. also seems to fit under the authenticity umbrella.
But what if the note at the point of purchase also shares that if the customer writes something, he/she will receive a t-shirt or perhaps a coupon that discounts his/her next purchase?
What if a select group of customers are brought to the HQ (expenses paid) for a insider’s view of the company, the lab and dinner with the CEO?
In other words, how do you define the line that should NOT be crossed by a company in cultivating the public voice of its customers?
RuthAnn Bowen
April 20, 2010
Thanks for the great post, Steve! I read “New Rules” and immediately became a fan. I was just starting to design my new website at the time I came across the book and integrated what DMS suggested. My whole page on how to write a press release is a direct result of what I learned from “New Rules.” (www.thebowenagencypr.com).
My question: What is your number one tip to increasing traffic to a blog site? (Hope I spelled that properly according to “New Rules” of AP).
robertdowling
April 20, 2010
“please don’t compare me to these modern-day relievers. It’s apples and oranges. It’s not the same game…” -Richard Michael “Goose” Gossage
As Goose said, all things change – but comparing direct sales to WOM is often an apples to oranges proposition. The same holds true with PR.
When buying a car, some people trust the dealers, others listen to recent buyer experiences, while many rely on reviews and third-party experts…
Shoppers get their information from lots of different places (we’re talking second, third and fourth opinions – instantly).
So the trick is, for most marketers, to pay attention to the entire marketing mix – b/c phoning it in on the web site might just undermine your good work with WOM…
I like PR because there are elements of the entire marketing process – and it’s relationship-based. More and more, the campaign approach has given way to relationships (social media). Perhaps another question to consider is how to move away from the transaction and towards the relationship?
shruti suman
May 13, 2010
That’s a Really good article..
i liked it alot..
i’m soon going to make my own website…i’ll definitely going to use help from this post
Nice work !!
Thanks for sharing with us!
Claire Alcock
May 19, 2010
Great post – and I agree – a great book. We (TypePad) are proud to count David as one of our bloggers. We also just posted about this second edition of his book and are having a giveaway so if anyone is still looking for a SIGNED copy – check it out! http://bit.ly/96LlVQ
Sherman Unkefer
February 1, 2011
I would like to comment on that statement “Talk To Your Client In Their Language”. I believe that if you are in a marketing business learn to talk to client in a manner that your thoughts simply jive with them. You will offer them what they need in order to for them to get what they desire.
Sherman Unkefer