David Meerman Scott Knihy

Nové technologie transformují internet na multimediální médium, které rozšiřuje možnosti marketingu a public relations (PR). Odložte zastaralá pravidla, která ztrácejí účinnost, a využijte potenciál současného webu: blogy, podcasty, fóra a komunitní stránky pro přímé oslovení zákazníků. Internet umožňuje aktuální a cílené informace v různých formátech, dostupné kdykoliv. Získáte přímou odezvu na vaše aktivity a můžete měřit účinnost marketingu a PR, což je pro firmy klíčové. Autor ukazuje, jak mohou velké i malé společnosti, včetně neziskových organizací, využít web pro marketing a PR. Na konkrétních příkladech demonstruje využití blogů, sdílení obsahu, webových konferencí a seminářů k oslovení zákazníků. Vysvětluje výhody nového přístupu oproti tradičním metodám, jako jsou tiskové zprávy a časově omezené kampaně. Kniha nenabízí zázračné metody, ale přehled možností a doporučení, jak využít web ve prospěch firem. Obsahuje akční plán pro implementaci nových pravidel, rady pro psaní pro zákazníky a využívání online médií k dosažení cílové skupiny.

The eighth edition of this pioneering guide offers updated strategies for generating attention in today's rapidly evolving digital landscape. With marketing tactics changing daily, staying current with social media trends, online videos, and mobile apps can be daunting. This edition provides a comprehensive approach to effectively engage your audience, fostering strong personal connections while ensuring your product or service stands out amidst digital noise. Having sold over 400,000 copies in twenty-nine languages, this international bestseller delivers a proven, step-by-step plan to leverage technology for optimal visibility and engagement. You'll discover innovative public relations, marketing, and customer communication strategies at a fraction of traditional advertising costs. The latest edition has been thoroughly revised to include cutting-edge methods, emphasizing the role of AI and machine learning in automating routine tasks, allowing you to concentrate on strategic marketing. It also reflects on how the pandemic has reshaped marketing and PR, featuring examples of virtual events and remote strategies. This essential resource equips entrepreneurs, business owners, marketers, and PR professionals with the tools to stay ahead in digital marketing, utilize real-time techniques like newsjacking, maximize web communication technologies, and explore opportunities on platforms like TikTok and Clubhouse.

Scott analyses how the internet has revolutionised communications and promotions. Told with many compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

Rev. ed. of: The new rules of marketing and PR. 2nd ed. c2010.

For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.

A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This new second edition paperback keeps you up-to-date on the latest trends. New case studies and current examples are included to illustrate the very latest in marketing and PR trends Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.

Kniha o tom ako efektíven využívať sociálne siete a médiá, blogy, správy, online video a virálny marketing na získavanie zákazníkov.