The New Rules of Marketing and PR, now in their sixth edition, represent the combined efforts of seasoned academics, brand strategists, and marketing wonks from across the globe, and they’re here to shake up conventional wisdom in the world of PR and marketing.
These publications cover everything from how to identify the ideal buyer for your product or service to the changing roles of journalists and bloggers in today’s media space. Authors include marketing legends Gary Vaynerchuk and Jay Conrad Levinson, as well as Jeremy Gibbons, a leading voice in the field and author of the bestselling book, Content Strategy.
Let’s take a closer look….
The Role Of Social Media In ShapingConsumer Behavior
The New Rules of Marketing and PR places great emphasis on the evolving role of social media in shaping consumer behavior. In the past, companies primarily used traditional advertising to reach consumers. With the rise of the internet and social media, however, reaching out to the public became much easier. Thanks to platforms like Twitter and Facebook, which allow for the easy posting of content, everyone from mega-brands to small businesses can have a presence online.
According to the New Rules, marketers should consider the various channels their customers are using to consume content, as each one presents a unique opportunity to connect with audiences and encourage them to take action.
Now, more than ever, customers are relying on reviews and recommendations from peers to make purchasing decisions. That’s why businesses of all sizes should consider taking a more active role in social media. Consumers want to feel as though they’re getting the straight poop from real people just like them, and that’s exactly what social media enables marketers to provide.
It’s also important to consider the demographics you’re targeting with your content. In the past, companies focused on attracting general audience members with their products or services. However, with greater control over the kind of content that appears on their platforms, businesses can now tailor their approach to better suit the tastes of specific groups of people interested in their products or services.
The Changing Media Landscape
Over the last decade, the media landscape has changed dramatically. Thanks to the proliferation of digital platforms, consumers now have a greater number of choices when it comes to where and how they consume content.
The New Rules cite the example of Google, which owns YouTube, as well as Android and other web-connected devices, which make it easier for people to consume content whether they are online or offline.
As a result, consumers have a greater need for media coverage, which can be difficult to obtain without proper strategy. The change is also evident in the types of content individuals are producing, whether it’s viral videos, memes, or social media posts.
Journalists And Bloggers Vs. Influencers
In the past, journalists and bloggers covered the events, companies, and products that interest them. However, with the rise of the internet and digital journalism, their roles have evolved to encompass not only traditional news coverage but also product reviews, event round-ups, and more.
This change was inevitable, and it’s made journalists and bloggers important players in the content marketing world. Since journalists and bloggers are generally more in touch with the topic than influencers, who often don’t have expertise in the field, companies can benefit from their in-demand perspective. Furthermore, by having a well-curated and constantly updated blog or website, businesses can show their commitment to the topic and establish thought leadership in their industry.
The Rise Of The Influencer
The New Rules also predict the rise of the influencer, the person who promotes brands, products, and services on social media platforms for financial gain. Thanks to the celebrity associated with such platforms as Instagram and YouTube, influencers can charge thousands of dollars for a single sponsored post. Moreover, because these platforms give creators flexibility and control over the content they post, anyone from a talented social media star to a brand can benefit from the prominence afforded by these channels.
However, as we’ve established, the media landscape has changed, and traditional journalists and bloggers must now consider how to adapt to such a world. These publications provide a wealth of knowledge and inspiration for those seeking to better understand and navigate this new world.