Real-Time Marketing & PR: How to Instantly Engage Your Market, Connect with Customers and Create Products That Grow Your Business Now
>> By David Meerman Scott
>> Wiley, 244 pages, $24.95
About the book: “Real-Time Marketing & PR” puts to pasture traditional marketing plans that were worked out months in advance. In the era of instant communication, your customers can make an interaction with your company, and whether it’s good or bad, it can go viral in a matter of moments. This book helps companies leave behind old marketing and public relations models and seize the sudden opportunities that define this era of business.
The author: David Meerman Scott is the author of the best-seller “The New Rules of Marketing & PR” and “Marketing Lessons from the Grateful Dead.” He served as marketing director for Knight-Ridder in Asia. He is a popular blogger and speaker, focusing on how businesses implement new strategies to reach buyers.
Why you should read it: Scott makes one of the most valid arguments to date for the positive business impact of engaging one’s customers in real time. As he points out, organizations are letting incredible opportunities pass them by for reasons that are not entirely justified. A good experience should be promoted and a bad experience should be addressed. The longer a company waits to do either, the more it decreases the benefits. Scott’s examples highlight a variety of ways in which companies have successfully implemented real-time strategies.
Why it’s different: Scott doesn’t spend much time on the various methods of communication. Instead, he dives directly into situations and case studies. Readers will also appreciate the fact that he uses himself as an example of someone who lost an opportunity for failing to follow his own strategy.
Can’t miss: “Too Big to Succeed?” In this chapter, Scott gives a vote of confidence to small companies who wonder if their size limits their ability to compete in real time. He details a study that he conducted with the Fortune 100. Scott contacted each business in an attempt to see how it engaged its customers in real time. The results are shocking, particularly when readers discover how the proactive companies performed on Wall Street in the aftermath of Scott’s study.
To share or not to share: This book should be given to anyone in an executive’s marketing department. It should then be shared with readers in various executive positions throughout the company. As Scott points out, everyone has a role to play in engaging customers in real time.
Soundview Executive Book Summaries:
Concentrated Knowledge Corp. now offers a new, online executive education tool: CKC’s Executive Edge. This monthly skill-building resource features insights from top business books, notable authors and world-leading business executives. For a closer look and to sign up, visit Summary.com/xe.
>> By David Meerman Scott
>> Wiley, 244 pages, $24.95
About the book: “Real-Time Marketing & PR” puts to pasture traditional marketing plans that were worked out months in advance. In the era of instant communication, your customers can make an interaction with your company, and whether it’s good or bad, it can go viral in a matter of moments. This book helps companies leave behind old marketing and public relations models and seize the sudden opportunities that define this era of business.
The author: David Meerman Scott is the author of the best-seller “The New Rules of Marketing & PR” and “Marketing Lessons from the Grateful Dead.” He served as marketing director for Knight-Ridder in Asia. He is a popular blogger and speaker, focusing on how businesses implement new strategies to reach buyers.
Why you should read it: Scott makes one of the most valid arguments to date for the positive business impact of engaging one’s customers in real time. As he points out, organizations are letting incredible opportunities pass them by for reasons that are not entirely justified. A good experience should be promoted and a bad experience should be addressed. The longer a company waits to do either, the more it decreases the benefits. Scott’s examples highlight a variety of ways in which companies have successfully implemented real-time strategies.
Why it’s different: Scott doesn’t spend much time on the various methods of communication. Instead, he dives directly into situations and case studies. Readers will also appreciate the fact that he uses himself as an example of someone who lost an opportunity for failing to follow his own strategy.
Can’t miss: “Too Big to Succeed?” In this chapter, Scott gives a vote of confidence to small companies who wonder if their size limits their ability to compete in real time. He details a study that he conducted with the Fortune 100. Scott contacted each business in an attempt to see how it engaged its customers in real time. The results are shocking, particularly when readers discover how the proactive companies performed on Wall Street in the aftermath of Scott’s study.
To share or not to share: This book should be given to anyone in an executive’s marketing department. It should then be shared with readers in various executive positions throughout the company. As Scott points out, everyone has a role to play in engaging customers in real time.
Soundview Executive Book Summaries:
Concentrated Knowledge Corp. now offers a new, online executive education tool: CKC’s Executive Edge. This monthly skill-building resource features insights from top business books, notable authors and world-leading business executives. For a closer look and to sign up, visit Summary.com/xe.
