Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now

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9780470645956: Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now

Wake up, it’s revolution time!

Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It’s a real-time world now, and if you’re not engaged, then you’re on your way to marketplace irrelevance.

“Real time” means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. It’s when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it’s when businesses see an opportunity and are the first to act on it.

Caught up in old, time-consuming processes, too many companies leave themselves fatally exposed by flying blind through this new media environment. You don’t have to be among them. Discover Real-Time Marketing and PR and get a clear path to navigate and succeed in the changed business landscape.

In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller,David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to:

  • Develop a business culture that encourages speed over sloth
  • Read buying signals as people interact with your online information
  • Crowdsource product development, naming, and even marketing materials such as online videos
  • Engage reporters to shape stories as they are being written
  • Command premium prices by delivering products at speed
  • Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers

Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!

From the Book: Benefits to People and Orgainizations that React in Real-Time
  • When you start a conversation, you are recognized as someone who is plugged into the marketplace of ideas
  • If you talk about an idea early, you naturally get more exposure because the threads of conversation stem from what you have said. If you’re late you get lost in the cacophony
  • With a new product, if you are first to market in a hot category, your initial momentum may give you a competitive advantage for many years
  • If you’re an early adopter on a social media platform, you build a larger following than those who join later
  • If you’re first to engage the market, people notice and your offering gains valuable attention
  • If you react early and connect with customers as their concerns arise, they see you as thoughtful and caring
From the Book: What's Expected in the Corporate World Vs. Real-Time Business
    Corporate World:
  • Wait, to make certain
  • Work from checklists dictated by one-year and even five-year business plans
  • Measure results quarterly
  • Execute based on a long-term “new product launch” mentality
  • Organize around multimonth marketing and communications “campaigns”
  • Get permission from your supervisor
  • Run decisions by your staff
  • Bring in the experts, the agencies, and the lawyers
  • Conduct extensive research
  • Carefully evaluate all the alternatives
  • Aim for perfection before public release
  • Respond to customers on your timeframe
  • Engage with media, analysts, and commentators only when it’s convenient and comfortable for you
    Real-Time Business:
  • Act before the window of opportunity vanishes
  • Revise plans as the market changes
  • Measure results today
  • Execute based on what’s happening now
  • Implement strategies and tactics based on breaking news
  • Empower your people to act
  • Move when the time is right
  • Encourage people to make wise decisions quickly, alone if necessary
  • Make swift inquiries, but be prepared to act
  • Quickly evaluate the alternatives and choose a course of action
  • Get it done and push it out, because it will never be perfect
  • Respond to customers on their time frames
  • Engage with the media at the moment they need your input

"Sinopsis" puede pertenecer a otra edición de este libro.

Review:



From the Author: Learning to Think in Real-Time

Author David Meerman Scott
What would you do right now if....?

Could you recognize a marketing or PR opportunity, or threat, in its early stages? Would you know how to respond in real-time to capitalize on the former or stave off the latter? How would you react right now if...

· Your company is cited as the best place to work by your local newspaper?

· A customer raves about your customer service on an influential trade magazine website?

· A well-known industry analyst says on his blog that your company is too difficult to do business with?

· A competitor announces they are lowering prices by 25%?

· Your CEO is fired?

· In forums and chat rooms, people said your product poses a health risk?

· A huge company announces its intent to acquire your competitor?

If you understand how to react quickly to events as they unfold, you will gain superior competitive advantage. Real-Time Marketing & PR will show you how.

From the Back Cover:

Praise for REAL-TIME MARKETING & PR

"With his acute ear for the cash register and his journalist's sense of urgency, no one understands the value of time better than David Meerman Scott. He teaches marketers and C-level execs how to use time and urgency to gain huge competitive advantage. Read Real-Time Marketing and PR. Make money while your competitors sleep."
Brian Fetherstonhaugh, Chairman and CEO, OgilvyOne Worldwide

"If you are not hooked (hook, line, and sinker) within ten minutes of starting David Meerman Scott's wonderful new book, well, I fear for you. Beautifully written cases that reach out from the page and grab you and shake you—and practical advice that anyone, anywhere, can use in a flash to make hay. I simply loved this book, and doubled my knowledge along the way."
Tom Peters, author of The Little Big Things

"Information is like running water. The speed of information as it cascades through digital channels has been dramatically accelerated and amplified, requiring marketing to change in order to catch up to this new reality. 'Real time' is the keyword."
Hiroshi Ishii, Muriel R. Cooper Professor of Media Arts and Sciences, Massachusetts Institute of Technology, and Associate Director, MIT Media Laboratory

"The world has changed dramatically, and we have now entered a new, real-time era.Dusty business plans are now being crushed by right-now strategy and adaptation. David's book offers the new road map to entrepreneurs, business leaders, and individuals. It's made a big impact on the way I approach our business and our customers; the insight I've gained by reading it is priceless. This important and thoughtful book is a must-read to compete in the next era of business and life."
Josh Linkner, Chairman and founder, ePrize, and author of Disciplined Dreaming: A Proven System to Unleash Business Creativity

"We all know that opportunities and threats from the digital world often arrive without warning. They can't wait for discussion at monthly planning meetings. Hell, most times they can't wait for you to finish lunch! Scott's book provides a rationale to help you create a real-time mindset in your own organization."
Bill Sledzik, Associate Professor, School of Journalism and Mass Communication, Kent State University

"Right now, opportunities are passing you by as prospective customers and journalists search and chat online for solutions to their problems. David's new book, Real-Time Marketing and PR, gives you the playbook and toolbox to help you act fast and be present as these conversations emerge. However, the real message of the book is one of mindset: 'How can you deliver value faster today?' Entrepreneurs and intrapreneurs focused on growing their profits, customers, and influence now can't afford to wait to read this book."
Richard Jackson, Chairman and CEO, Jackson Healthcare

"Sobre este título" puede pertenecer a otra edición de este libro.

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