By now you should all have started reading the New Rules of Marketing & P.R. by David Meerman Scott.
Here are the questions for the introductory items through Chapter 3. You do not need to respond to each question, but do give your thoughts and impressions after reading the chapter. Here are some questions to help you get started.
1. What is your reaction to the concept of this book? Do you think the rules have changed?
2. What do you think about the "Long Tail" concept? Do you think we still have a market of the masses, or is there a shift to many niche markets?
3. On page 21, there is a quote from Jim Peterson, president of The Concrete Network, "Every business has information that can contribute to the education of the marketplace." Do you agree?
4. Are you surprised that The Concrete Network has as much content as it does?
5. If we perceive marketing as publishing, what does that change about our behavior?
1. What is your reaction to the concept of this book? Do you think the rules have changed?
ReplyDeleteI think this is a very relevant book. Social media and online marketing practices are constantly changing and as an aspiring PR professional, it’s important to keep up with these changes. Over the summer, I worked for a PR agency and was constantly pitching stories to various reporters and bloggers. By far, the most success we saw for the back-to-school products we were promoting was through “Mom Bloggers” who had a strong following. Towards the end of the summer, we held a Twitter party with Once a Month Mom as the host, which was very successful in large part due to her following. We were able to engage many more consumers through social media than we would have been able to through a magazine or newspaper placement.
2. What do you think about the "Long Tail" concept? Do you think we still have a market of the masses, or is there a shift to many niche markets?
There is definitely a shift to niche markets. For large brands who can afford expensive ad campaigns, I think marketing to the masses will still work for them. I think that the majority of people are looking for a more personalized experience with their favorite brands. This is why blogging has become so popular. People are able to share their expertise on very specific subjects, yet still reach a multitude of readers. In coming years, I think that brands that haven’t started already will start targeting their marketing approaches to more specific target audiences. Just as mass press releases don’t lead to results, mass marketing to the public will soon lose its effect too.
3. On page 21, there is a quote from Jim Peterson, president of The Concrete Network, "Every business has information that can contribute to the education of the marketplace." Do you agree?
I agree with this quote because every business and the employees who work for that business are unique. Each business and brand is trying to offer something different to the public and so has different information to offer. It then turns no two whether or not they have the information, but whether or not they are willing to give this information to the marketplace. No one wants to give away information that their competitors could use, which would ultimately hurt them.
I think the rules have changed. The web has changed many rules. I thought it was a great point for PR professionals to contact and reach out to journalists through blogs and Twitter. I do agree with Jim Peterson’s quote. I think any business, big or small, has something different to offer or share. One of the new rules of marketing and PR that stood out to me was, “people want participation, not propaganda.” I find this very true and it actually has been a topic in another one of my classes. In fact, many of the new rules I have discussed in my public relations or marketing classes. I think one of the most important rules is the shift from mainstream marketing to strategy of reaching underserved audiences via web. I have seen this work very well at my past internships. So far I have enjoyed reading this book and it has been very interesting. I enjoy how the topics are pertaining to my interest and social media practices.
ReplyDelete1. What is your reaction to the concept of this book? Do you think the rules have changed?
ReplyDeleteI definitely think that the rules have changed. I almost have started to believe that the rules are ALWAYS changing. The first article I posted to the Facebook page spoke about how older people are resisting social media. Sometimes, I find myself resisting, too. Every time Facebook updates or has a new layout, I get frustrated. You have to re-learn how to navigate it. But, this also keeps us on our toes and opens up so many different doors as far as PR and marketing via social media.
5. If we perceive marketing as publishing, what does that change about our behavior?
Taking this from the side of a book junkie, I think that marketing is not a friend to publishing. Business people and corporations treating social media and their marketing efforts as on the same level of publishing, all of a sudden every aspect of the organization is breaking news, the best written story ever, and also novel worthy.
- Katie
In general, I am really enjoying this book. It is laid out really coherently and links to great examples. It's also nice to have example companies that are all over the board. For instance, it was refreshing to read about companies I had never heard of before or even acknowledged that they would have a social media component such as The Concrete Network.
ReplyDelete3. On page 21, there is a quote from Jim Peterson, president of The Concrete Network, "Every business has information that can contribute to the education of the marketplace." Do you agree?
I definitely agree with this sentiment. I think every business should hold at least a reasonable level of expertise in their area--how else would they expect to succeed? What I think is interesting is what The Concrete Network did with their product knowledge. Instead of coveting the secrets to their craft, they openly share with the public, which increases their value to customers. It makes them seem more approachable and friendly. Also, if I can see through their resources that they really understand what they are doing/selling, then I am more likely to trust what they are trying to sell to me. By providing consumers with more information, they are increasing trust in the more educated customers.
I think the rules are changing and will always continue to change. There will always be new technology and innovations. For example, people buy less newspapers now because it is available to read online. The market is also changing by generation. My grandparents probably don't even know what twitter is. They still look for information by mail and newspaper ads. Even the generation below me is different. There are 10 year olds with iPhones now. I didn't even get my own cell phone until I was in high school. What I can really relate to is how the author questioned if there were any people behind the car websites. Going to the website is great for getting the basic information and price about the product but what really impacts my decision is what the product will actually be like in use. Sure deals and prices are important but if a lot of people say that the product doesn't work then I would have rather spent more money on a product that did work.
ReplyDeleteI think we still have a market of masses but there is also a shift to niche market. I also think there is a combination of both in mass customization such as Amazon. They produce for the masses but still tailor to every customer. Some mass marketing is good for products that the majority of people need such as household items like Tide or Charmin toilet paper. For other products such as phones or cars they should target the market more specifically.
I agree with Jim Peterson's quote. By sharing information in the marketplace it will build a relationship with customers. This way customers can see what is behind the organization, making them more trustworthy. The company starts to become personable.
I am not surprised that Concrete Network has so much content. Purchasing from the Concrete Network is a permanent decision. You cannot just build a patio and then decide you don't like it and return it the next day. They are helping to keep customers from experiencing cognitive dissonance.
I don't think that marketing being perceived as publishing would catch on very well. I think it may become too high involvement for consumers. They may not want to subscribe and read a lot of information when instead they could just read a one sentence tweet about the company as they go through looking at other tweets.
I completely agree that the rules are changing. I cannot say I know how much everything has changed, because how the web and social media is now is the only way I feel I have ever known it. In the book it is interesting to see the comparison of the old rules and then the new rules of marketing because of all the changes. I even notice at my job, I have been working for the Peoria Chamber of Commerce for about 2 and a half years now, we have sold more web ads then print in the past year. We have to search for sales in our newsletter because people would rather advertise on the web rather than the newsletters. Right now we are working on how we can improve our web and social media presence to help improve the value of a chamber membership. So reading this book is very handy for the job I am doing now!
ReplyDeleteI am amazed by the amount of information the Concrete Network has on their site! I almost think it is too overwhelming. I think that it is awesome that they have all of that information, because that way the business can connect to all types of customers. I think with some site design adjustments the information can be organized a little bit clearer for the consumer to understand and navigate.
I agree with the group, and the book, the rules of marketing and PR are changing and it is exciting to be a part of the generation where it all seemed to start changing and it will be exciting to see where the rules go in the future. This book is also a lot easier to read, rather than staring at a textbook that just expects us to memorize facts. This book helps us understand how and why the rules are changing, and how it's relevant to use. We seem to be the generation that is changing the rules, and it is interesting to read about it and be able to relate and use the information in the future.
ReplyDelete-Toby
What I agree with most so far besides the rules changing are the shifts to niche markets. Some companies can still get away with mass marketing, but for most companies, if they want to sell their product; they are going to have to appeal to the individual. Everyone is an "individual" these days and it is important for marketers to realize that. If someone is going to want to sell me a product, it will probably need to be different than what they would do for the person next to me. Mass marketing may have worked at one point, but it is important for companies to remember the niche markets, and not treat anyone as part of the masses.
I don't know why my name is in the middle, but it's all there.
Delete-Toby
2. What do you think about the "Long Tail" concept? Do you think we still have a market of the masses, or is there a shift to many niche markets?
ReplyDeleteI think this concept is very applicable now. I think that if we have a market for the masses it would be something very broad. However, that being said, even if we put that 'mass' into a group of automakers, we could say that Hyundai is niche for people. I do believe that we are in primarily niche markets. Everyone is so different that it is almost impossible to create one cohesive message. People want customization and are only receptive to what concerns them. People will often over-look something so quickly because they know in an instant that it doesn't apply.
4. Are you surprised that The Concrete Network has as much content as it does?
I understand why they put all the info into a one-stop shop sort of layout. However, once you are there it is broken apart into several niche segments. I would guess the reason behind their increase in traffic is the fact that they are trying to reach out to so many different audiences. I suppose that if you are interested in some form of the concrete business that you would probably like others too. From my view, it is a little content heavy for my liking.
These chapters are completely right in saying that the Web has changed the game. And there is a problem today for those companies that just don't get it.
ReplyDeleteFor example, I handle the Twitter account for the travel magazine Leisure Group Travel, and all of its niche market sister publications. My boss expects me to help promote our clients (advertisers) webpages in our directory but simply tweeting the link to their page.
Then when the numbers come back, he looks at me when each tweet is averaging 1-2 click-throughs each.
It's a classic example of how a company expects to use social media like they would a TV commercial, and it's not cutting it.
One reason I took this class was to find some tools I could bring to my boss so that he doesn't scrap the Social Media project after I leave next winter. It could be a valuable tool for him, especially in the travel industry, to poll his readers and find out what they're doing, where they're traveling and what they want to read about.
I told him to start following our readers by simply looking them up from the mailing list, instead of following only our advertisers that are tickled when they see someone else talking about their hotel, attraction etc.
I agree with the book that the world is changing. People are using the internet now more than ever to get their information. As we have stated in class, many of us use the web to make a decision on if we are going to buy the product and where from. But I also understand that there is some retaliation from people who do not understand social media. I am the social media intern at Caterpillar Inc. and have been able to see resistance from individuals in the organization who feel that social media isn’t the best way to connect with our customers and dealers. This has brought a challenge to the social media team to engage and influence the way that these individuals think to see the importance that having a social presence can have on the organization as a whole.
ReplyDeleteOn page 21, there is a quote from Jim Peterson, president of The Concrete Network, "Every business has information that can contribute to the education of the marketplace." Do you agree?
I completely agree because in order for some customers to realize a need, they need to be educated about the product. Companies should use the web to their advantage to get the message as well as educate potential customers on their brand. Educating customers is going to take time and isn’t going to happen overnight as Jim Peterson stated. Companies have to commit to using the web through their web site and social media outlets to explain the reasons why their product should be bough over another. I also agree that the content posted on the site needs to get straight to the point. No one is going to be interested in reading a lot on your site. Be specific and to the point to get the customers attention.
2. What do you think about the "Long Tail" concept? Do you think we still have a market of the masses, or is there a shift to many niche markets?
ReplyDeleteI think that this concept is very aplicable to the times we are in. With all of the technology that we have at our hands, and the ability to get anything we want, this has caused a shift to many niche markets. People want what they cant get to, and the ability to get it online provides the people a means to do so. I think we used to be in the market for the masses, but with mass customization of most sites now-a-days, we have shifted to niche markets.
4. Are you surprised that The Concrete Network has as much content as it does?
I am quite surprised as how much this site has on it! I never thought that a company would be as committed to selling its product as this company is. They are committed to selling and providing the customers with the best product and information about their products, that they spend the extra time to get this out on their site. They understand PR and marketing to a tee, and are doing great at communicating the message they are trying to get across.
3. On page 21, there is a quote from Jim Peterson, president of The Concrete Network, "Every business has information that can contribute to the education of the marketplace." Do you agree?
I agree with this quote. It goes with the above response to question 4. Businesses have the information and most resources to get out information that can educate the public, but many choose not too. Sure the network puts out a lot of information, but it works for them. They know how to communicate to the public, and they know when to do it. They spend time for their customers, and they see that. Educating the marketplace wont lose you customers, it will help gain them because they see you are trying to help them and they appreciate it.
I really like this book actually. I like the flow of it so much more than a normal textbook. It is so much easier to read and the content is very interesting too. I like this it is not the traditional and proper writing style too. I think the rules have changed dramatically. I believe that the intensity that they have changed really depends on the generation of the customers though. I know our generation clearly thinks a lot differently than say my grandma's generation.
ReplyDeleteThe long tail concept makes sense. People are getting tired of being referred to as one huge group where everything is the same for everyone. I do still think we have some marketing to the masses like he had mentioned with larger, more popular brands but at the same time you are beginning to see more of the niche marketing style. I think that this will take some time to accomplish completely because companies might be scared at first because it is so against what their original plans might have been.
I am glad that I actually decided to purchase this book as opposed to renting it because it has a lot of information that I will be able to use in my future career as a marketer.
1. What is your reaction to the concept of this book? Do you think the rules have changed?
ReplyDeleteTechnology is always changing along with how people receive their information. I like the concept of the book and agree with it. If you want to be successful you have to keep up with the technology in order to better serve the wants and needs of your customer.
3. On page 21, there is a quote from Jim Peterson, president of The Concrete Network, "Every business has information that can contribute to the education of the marketplace." Do you agree?
I do agree. If one firm has an innovative idea, then other firms can copy their work along with change it and make it better, which then helps educates the marketplace.
Our society is very diverse and continuously changing. Businesses have to adjust the way they do things to match the transformations of the market; the marketing and PR functions are no exceptions to this. Unfortunately, many businesses do not realize the shift in the marketplace and, thus, miss out on many opportunities.
ReplyDeleteI like Scott’s “Long Tail” concept. I believe that there is a shift to niche markets. However, I do think that some industries may have a market of the masses, though they are few and far between. Consumer demands are constantly changing and sometimes getting more specific. Many people desire more customization or things tailored more specifically to their needs. It seems that once one industry starts down the road of customization, other industries jump on the bandwagon ultimately leading to a new trend. Take the computer and car industries for example. Dell started building custom computers based on the desires of specific customers. They still offer a variety of standard models, but they’ve expanded their offerings. Now, I am not 100% sure about this, but I believe that the car industry started customizing quite awhile after computers. Some companies essentially let you build your own car. You can choose from different features you want in your car and combine them to make your perfect car. Marketing and PR have to adjust to these changing demands.
I will admit that I was quite surprise to find out that The Concrete Network had that much content. I mean, I understand that there are various types of concrete with different characteristics and qualities, have different uses/purposes, and that there are multiple markets that are associated with concrete, but I did not realize there was a high demand that drives the creation of this amount of content. To be quite frank, I did not think that concrete was interesting enough, but then again there are some people with bizarre interests and concrete is a common material used in the construction industry.
When thinking about the idea that marketing being perceived as publishing, the first thought that came to mind that marketing majors should require more writing courses like journalism. After all, if it is about publishing we need to have better grammar and learn how to present ideas in writing. However, I believe that there is much more to marketing than simply publishing things. You first need to know what to publish and then how to frame it. The purpose has to be defined before it can be met. We also have to evaluate what was “published” to determine if the purpose was met and make appropriate adjustments. So long story short, I believe that “publishing” is just one of the many areas of marketing.
1. What is your reaction to the concept of this book? Do you think the rules have changed?
ReplyDeleteSo far, I think this book is a true assessment of how rapidly the communication world is changing and how we need to always stay up-to-date. With technology steadily growing, new ways of communication emerge and change how companies market and advertise themselves. Traditional vehicles are sometimes still effective, however, new and non-traditional ways are becoming popular and work best in some situations. The book stresses that marketers must educate themselves on new rules in order to remain successful and current in the marketplace.
3. On page 21, there is a quote from Jim Peterson, president of The Concrete Network, "Every business has information that can contribute to the education of the marketplace." Do you agree?
I completely agree with this statement. Each company has different attributes or situations which contribute to how they seem in the marketplace. This can refer to anything ranging from their performance to how they market themselves. Companies often showcase certain innovations and ideas that other companies in the market would tend to use as well. These companies teach themselves these factors and present something new to the market. In addition, certain companies use social media and other non-traditional tools that other companies later jump on the bandwagon to utilize. Many businesses are now using social media vehicles such as Pinterest, not the average platform to use for most businesses, however, it works for them in the end. It all started with one company, people saw it as a successful tool, and tried it as well, showing that something like Pinterest can market/advertise a business.
1. What is your reaction to the concept of this book? Do you think the rules have changed?
ReplyDeleteAs a journalism major who has been involved in the news industry, I was initially appalled after reading the first chapter of the book. The majority of the first chapter explored how the old way of PR (communicating through news mediums) was ineffective and a waste of time. Rather PR professionals should turn to social media and the web to get their message out without depending on a journalist to pick it up. As a journalism major It was hard to read that journalism and newspaper articles are not as highly valued in todays world. However, being a consumer who has explored the use of social media I completely agree with everything David Meerman Scott had to say about ditching the "old PR." It's true that companies can get their customers attention without a news medium, and they can probably do it more effectively on the web.
4. Are you surprised that The Concrete Network has as much content as it does?
Yes, reading the section about The Concrete Network I was shocked to find out that they have developed large amounts of content targeted for their customers. While a concrete provider sounds like an unattractive business, I like how the company didn't let that stop them from getting their name out. Because the truth is in every market there are customers looking to learn more about the products they are seeking.
5. If we perceive marketing as publishing, what does that change about our behavior?
I'm not sure if perceiving marketing as publishing will change the behavior of marketers. My reasoning is that marketers should already be creating IMC campaigns and using marketing tools based on their target market. The only difference is that Scott is encouraging marketers to have written content with the same focus.
1. When I read this chapter, I wasn't a huge fan of the message it was trying to convey. I understand that new ways of communication, ie: social media, are going to be more effective than older ways, but to me, it seemed like the book was purposely attacking the other ways of communicating the message. As a communication major, I understand that you have to deliver the message in a way most people will hear it, but I also don't think that ditching the old way is the best way to go. After all, not everyone is on social media. I understand that social media is a great way to get your marketing message across, but I just don't feel we should ditch the old way entirely, as the first chapter seemed to suggest.
ReplyDelete3. I absolutely agree that every business has useful information about the marketplace. I believe that every company is unique, and because they are unique, each one has some piece of information another business may not have. Even seemingly useless information could be very useful when paired with another bit of information.
1.
ReplyDeleteI completely agree that the rules of the game have changed. That’s not to say there isn’t a time for the old ways of communicating but they should be used in conjunction with the new ways. Social media and the internet allow a much more direct and personal connection to consumers than what was previously allowed in the past. I think that it allows for a more effective type of communication because it allows for the company to only say what it has to say but also listen and receive feedback. This offers a two way communication between consumers and companies rather than a one way.
2.
When asked about the long tail concept and whether we still have a market for the masses or is there a shift to more niche markets, my question is why can’t we have both? I think there is definitely a shift toward more niche markets because they can be used to target a more specific audience. But at that same time aren’t there specific products or services out there that would still benefit from a much more mass market campaign.