Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 37

As I originally wrote this list and edited it down, I was struck by how important one particular concept was to any successful online strategy to reach buyers directly: This concept is the convergence of marketing and PR. In an offline world, marketing and PR are separate departments with different people and different skill sets, but this is not the case on the web. What’s the difference between what Amazon, Spotify, and Netflix are doing to reach customers via online marketing and what The Concrete Network does? There’s not much difference. How is the news that Open Cycle creates itself and posts on the site different from a story on Bicycling magazine’s website? It isn’t. And when a buyer is researching your product category by using a search engine, does it really matter if the first exposure is a hit on your website, a news release your organization sent, a magazine article, or a post on your blog? I’d argue that it doesn’t matter. Whereas I presented two separate lists for The Old Rules of Marketing and The Old Rules of PR, now there is just one set of rules: The New Rules of Marketing and PR. Great content in all forms helps buyers see that you and your organization get it. Content drives action.