Read Gureitofuru Deddo Ni Māketingu O Manabu by David Meerman Scott Free Online
Book Title: Gureitofuru Deddo Ni Māketingu O Manabu|
The author of the book: David Meerman Scott
Date of issue: 2011
ISBN 13: 9784822248529
Format files: PDF
The size of the: 19.61 MB
Read full description of the books Gureitofuru Deddo Ni Māketingu O Manabu:In the 1960s the Grateful Dead pioneered many social media and inbound marketing concepts that businesses across all industries use today. They made a series of difficult and often unpopular decisions in order to differentiate themselves from their competition by providing the highest quality service to their fans, not just a product. They pioneered a “freemium” business model, allowing concert attendees to film and distribute footage, which helped build a powerful word-of-mouth fan network powered by free music. Instead of obsessing over recording, the Dead became the most popular touring band of their era, selling hundreds of millions of dollars worth of tickets, creating a highly profitable corporation in the process. Without any hit records, the Grateful Dead achieved elite success, becoming one of the most iconic rock bands of its era and inventing a brand that democratically included their consumers (and literally co-created a lifestyle for Deadheads).
Fast forward to today. Successful marketers continuously develop strategies based on those successfully used by the Dead, shifting focus away from products to customers in order to create demand. Written by Deadhead marketing gurus David Meerman Scott and Brian Halligan, Marketing Lessons from the Grateful Dead will show you how to think and market like the band, which is to think and market differently. Each chapter presents and analyzes a marketing concept practiced by the Dead and a real-world example of that concept in action today.
Specific topics include:
Get found by customers by being remarkable and making it easier for them to spread your message
Watch your competition but don’t follow them
Freemium content as a customer magnet
Create a community and let it tell your story Disintermediation of the middle man
Read information about the authorFollow David on Twitter: @dmscott
David Meerman Scott's book The New Rules of Marketing & PR opened people's eyes to the new realities of marketing and public relations on the Web. Six months on the BusinessWeek bestseller list and published in 26 languages from Bulgarian to Vietnamese, New Rules is now a modern business classic. Scott's popular blog and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers.
He is also the author of the hit book World Wide Rave and three other books. His Web Ink Now blog is ranked by AdAge Power 150 as a top worldwide marketing blog.
He is a recovering VP of marketing for two publicly traded technology companies and was also Asia marketing director for Knight-Ridder, at the time one of the world’s largest newspaper and electronic information companies.
David has lived and worked in New York, Tokyo, and Hong Kong. He currently lives in the Boston area.
Satisfied audiences include: Cisco, HP, Microsoft, The New York Islanders, NASDAQ Stock Market, the Government of Ontario, McKesson, U.S. Air Force, U.S. Marine Corps, SAP, Google, Digital River, Hill & Knowlton, Hanley Wood, Dow Jones, National Investor Relations Institute, Milken Institute Global Conference, America Credit Union Conference, TS2, Giant Screen Theater Association, Realtors® Conference, and many, many more . . .
Affiliations: Board of advisors of HubSpot, board of advisors of Eloqua, board of advisors VisibleGains, advisory board of the Grateful Dead Archive at UC Santa Cruz, board of directors of Nashaquisset, previous board of directors at NewsWatch (sold to Yahoo Japan) and Kadient (merged with Sant).
David writes for Huffington Post.
I didn’t plan on becoming a marketing strategist on purpose. I came upon it accidentally.
At the height of the dot-com boom, I was vice president of marketing at NewsEdge Corporation, a NASDAQ-traded online news distributor with $70 million in revenue. My multi-million dollar marketing budget included tens of thousands of dollars a month for a public relations agency, hundreds of thousands a year for print advertising and glossy collateral materials, and expensive participation at a dozen trade shows a year. My team put these things on our marketing to-do list, worked like hell to execute, and paid the big bucks because, well, that’s what one did as marketing and PR people. These efforts made us feel good because we were doing something but the programs were not producing significant, measurable results.
At the same time, drawing on publishing experience I had gained in my prior position as Asia marketing director for the online division of Knight-Ridder, at the time one of the largest newspaper companies in the world, I quietly created content-rich marketing and PR programs on the Web.
Against the advice of the PR agency professionals we had on retainer (who insisted that news releases were only for journalists), we wrote and sent dozens of releases ourselves. Each time we sent a release, it appeared on dozens of online services such as Yahoo!, resulting in hundreds of sales leads.
Even though our advertising agency told us not to put the valuable information “somewhere where competitors could steal it,” we created a monthly online newsletter called TheEdge, with articles about the exploding world of digital news. We made it freely available on the home page of our Web site because it generated interest from qualified buyers.
Way back in the 1990s when Web marketing and PR was in its infancy, I ignored the old rules, drawing instead on my experience working at publishing companies, and created thought leadership strategies to reach buyers directly on the Web.
Guess what? The homegrown, do-it-yourself programs we created at virtually no cost consistently generated more interest from qualified buyers than the big bucks programs that the “professionals
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