David Meerman Scott Knihy

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

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.

In July 1969, ninety-four percent of American televisions tuned in to Apollo 11's mission to the moon. How did space exploration, once limited to rocket scientists, capture a wider audience than popular television shows? This book narrates one of history's most successful marketing and public relations campaigns: the promotion of the Apollo program. Fueled by science fiction, magazine articles, and Wernher von Braun's appearances on "Tomorrowland," Americans were primed for NASA's innovative "brand journalism." The authors detail NASA's sophisticated marketing efforts, which included press releases, bylined articles, and fully produced media features, focusing on facts about space travel rather than pushing an agenda. American astronauts, who signed exclusive agreements with Life magazine, became the program's heroic faces. Product placements were also strategic, with Hasselblad as the "first camera on the moon," and items like Sony cassette recorders and Tang onboard the capsule. The book is richly illustrated with vintage photographs, artwork, and advertisements, many previously unpublished. It reveals that Neil Armstrong's historic moon landing was not just a triumph of engineering but also of American marketing and public relations.

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.

The Grateful Dead-rock legends, marketing pioneers The Grateful Dead broke almost every rule in the music industry book. They encouraged their fans to record shows and trade tapes; they built a mailing list and sold concert tickets directly to fans; and they built their business model on live concerts, not album sales.

If you market a product, service, or idea in any business, industry or organization, you must read Tuned In: Uncover the Extraordinary Opportunities That Lead to Business Breakthroughs , a guide to understanding and meeting the needs of consumers, whether or not they make those needs clear. An easy-to-follow six-step process developed over the past 15 years can help you address unsolved problems, recognize buyer personas, quantify impact and create breakthrough experiences. Stop wasting time by guessing what your market needs and start understanding consumer desire.

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.