Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now, Revised and Updated EditionISBN: 978-1-118-15599-8
272 pages
January 2012
US $18.95 Add to Cart
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Real-Time Marketing & PR, Revised and Updated
The time is now. Right now. It is the time when people are reading the news, searching the web or their mobile applications, posting blogs and videos and tweeting hashtags and when media outlets are writing and submitting their articles and reviews regarding companies, organizations and individuals. Now is also the time to recognize and reach those consumers and media.
The Wall Street Journal and USA Today bestseller, REAL-TIME MARKETING & PR: How to Instantly Engage Your Market, Connect with Customers and Create Products that Grow Your Business (WILEY; Paperback & e-book; $18.95; ISBN: 978-1-118-15599-8), by David Meerman Scott, explores how the media environment has changed the ways businesses of all kinds, including companies, nonprofits, government agencies, and even rock bands, interact with consumers and the media and how they can gain a clear path to navigate and succeed in the changed business landscape. Now available in paperback, this follow-up edition reveals additional insight, including:
- The ROI of real-time
- How to newsjack your way into breaking news stories
- New examples from the past year, and more
Businesses, brands and individuals no longer have the luxury of relying solely on planned marketing and PR strategies. Though those aspects are an integral part of every business, they cannot ignore all of the new ways consumers and media are being influenced.
Consumers do not have to wait to get their morning paper or watch the evening news to receive information about a business and they do not need to wait on hold with customer service lines or fill out detailed forms in order to report a fault in a company’s service or its products. In today’s quick response world of text messaging, e-mail, twitter and Facebook consumers are receiving immediate information or responses from their friends, family members and colleagues and expect to get just as quick of a response from the companies and brands they are loyal to.
In addition, media outlets do not have to wait for a press release or official statement to address an issue regarding a company, organization or individual. The media can use the response from consumers, special interest groups or even a lack of a response to build a story around this issue.
In light of this, all kinds of organizations will have to adapt to a new way of reaching their audiences and in developing, or refining, their products, services or messages. REAL-TIME MARKETING & PR gives readers proven, practical advice on how everyone with a business, product, idea or movement can take steps to make this adaption into the real-time era.
The book delves into ways to both proactively and reactively utilize real-time strategies in order to effectively reach or respond to customer or media demands, complaints or ideas and how to incorporate them into business strategies.
Scott provides multiple real-life examples of companies, both large and small, groups and individuals that have utilized real-time marketing and PR in successful campaigns and also of those whose reputations have been altered because of their lack of understanding of these techniques.
With all of the new technologies available allowing everyone to search for, read about and discuss brands to purchase, services to use and places to eat, shop, stay, play, etc., there is no excuse for a company not to utilize those tools. REAL-TIME MARKETING & PR explains that the key to a business or brand getting one step ahead of its competitors is to reach consumers faster through the mediums they are consuming on a daily basis, at their convenience. The book also explains techniques on how to stay on top of these mediums and how to use them to a company’s advantage.
REAL-TIME MARKETING & PR opens readers’ eyes to the fact that the businesses that are the first to act in real-time are the businesses that are receiving positive results, and growing in real-time.