Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 21

 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.

 Advertising and PR were separate disciplines run by different people with separate goals, strategies, and measurement criteria.

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.