Online Thought Leadership Reaches Buyers When Advertising Doesn't, Says Viral Marketing Expert
David Meerman Scott, author of "The New Rules of Marketing & PR" says that the old rules of buying expensive advertising or relying on the media to write about you are not the only way to get noticed in a crowded online marketplace. What works best is online thought leadership.
Lexington, MA (PRWEB) May 14, 2007 - David Meerman Scott, thought leadership strategist and author of The New Rules of Marketing & PR: How to use news releases, blogs, podcasts, viral marketing & online media to reach your buyers directly says the best way to reach your buyers directly is through online thought leadership strategies including blogs, Web news releases, ebooks, and viral marketing.
"Marketers try all kinds of expensive advertising to get the word out to new buyers, with little to show for the investment," Scott says. "These are companies where the existing customers love the products, but the media doesn't seem to care. The big budget marketing and PR programs just aren't working. So people are asking: 'How do you get noticed in a crowded marketplace?'"
Scott, named to the MarketingSherpa Viral Marketing Hall of Fame for the past two years in a row, says that to create online thought leadership strategies, the first thing marketers need to do is put away their company hat for a moment and think like one of their buyers. The content that they create will be a solution to those people's problems and will not mention the company or products at all!
"Imagine if people learn about you on the Web first, so when they to contact you, the sale is already partly done," says Scott. "That's the power of online thought leadership."
In his new book, Scott provides his "new rules" for reaching buyers using online thought leadership. With extensive case studies and how to information, Scott shows marketers at agencies as well as those who work for companies, nonprofits, and other organizations how to harness the power of blogs, Web news releases, ebooks, and viral marketing.
Scott's book "The New Rules of Marketing & PR: How to use news releases, blogs, podcasts, viral marketing & online media to reach your buyers directly" will be published by John Wiley & Sons, Inc. in June 2007. The book, featuring a foreword by Robert Scoble, Vice President Media Development at PodTech.net, co-author of Naked Conversations, and one of the world's most popular bloggers at Scobleizer.com is available for pre-order at Amazon.com, BarnesAndNoble.com and wherever business books are sold. ISBN: 0-470-11345-6
David Meerman Scott is an online thought leadership strategist. The programs he has developed have won numerous awards and are responsible for selling over one billion dollars in products and services worldwide. He has lived and worked in New York, Tokyo, Boston, and Hong Kong and has presented at industry conferences and events in over twenty countries on four continents. Check out his blog at www.WebInkNow.com
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See the original story at: http://www.prweb.com/releases/2007/05/prweb521938.htm
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