When David Meerman Scott wrote the first edition of The New Rules of Marketing & PR, Twitter didn’t exist and Facebook was only used by uni students.
Yes, we’ve seen social media sites like Facebook and Twitter explode and some like MySpace, implode. I agree certainly that internet years are like dog years!
I like how David explains the old rules. There used to be three ways to get attention.
1. Buy it (adverts)
2. Beg for it (press releases)
3. Bug people for it (salespeople)
Luckily, now there is a 4th: Earn attention by publishing remarkable content!
David’s third edition of his bestselling book is full of case studies of organisations large and small that have achieved phenomenal success by embracing the ‘new rules’. Having read both the second and third editions, I am still most blown away by the powerful introduction where the ‘old rules’ are debunked.
Page 7 entitled One-Way Marketing is Yesterday’s Message had me hooked.
A primary technique of what Seth Godin calls the TV-industrial complex is interruption. Under this system, the advertising agency creative people sit in hip offices dreaming up ways to interrupt people so that they pay attention to a one-way message.
The web is different. Instead of one-way interruption, web marketing is about delivering useful content at the precise moment a buyer needs it.
On page 8, David elaborates:
The Old Rules of Marketing
– Marketing simply meant advertising (and branding)
– Advertising needed to appeal to the masses
– Advertising relied on interrupting people to get them to pay attention to a message
– Advertising was one-way: company to consumer
– Advertising was exclusively about selling products
– Advertising was based on campaigns that had a limited life
– Creativity was deemed the most important component of advertising
– It was more important for the ad agency to win advertising awards than for the client to win new customers
The New Rules of Marketing
None of this is true anymore. The web has transformed the rules, and you must transform your marketing to make the most of the web-enabled marketplace of ideas.
My favourite quote
Put simply (and this is my favourite quote and message from the book).
“On the web, you ARE what you publish”
In a nutshell, my interpretation of the ‘new rules’ is to publish remarkable content that helps solve your buyers problems. Publish frequently and share it liberally.
You’ll be rewarded with loads of interested buyers, backlinks which will propel you up the Google search rankings and enquiries from journalists looking for experts to write about. Most importantly this will lead to genuine customers who appreciate your useful content and love the fact you’re not interrupting them!