Summary of chapters 1, 2 and 3
Marketing and press release old rules are ineffectual in the online domain. The chapter foregrounded issues concerning the old strategies and rules of marketing and press release. One significant point is the fact that one-way interruption is not as effective as it used to be. Web marketing is concerned with an extraditing meaningful message at the time that a potential buyer needs it. Another important point is that broadcasting stories and press releases to the media is not the best manner of attracting attention from the media. Creating websites and blogging about your product and your company exposure is the best way to get media attention and you might be approached and have your story published. It also stresses that it is important for organizations to understand the new rules and establish direct relations with customers. (Baverstock P. 10)
Marketers must change their thinking from mainstream marketing to targeting a large number of audience through the web. Another idea was that marketing on the web is all about comprehending phrases and keywords that consumers use and make use of micro-campaigns to send buyers to pages that have the content that they need. In addition, another significant point was that trusted resources such as great content brands and organizations attract people to buy, subscribe, donate or apply. It is also stated that instead of writing when you have ”breaking news” you should write releases that foreground your expert stories and ideas and spreading them in the media for buyers to find them. It is also stated that it is better to get a number of famous bloggers to tell our stories in the target market. Concluding, in chapter three the most significant point highlighted is interacting directly with buyers. (Baverstock P.22)
Reaching buyers directly.
With the evolution of the internet, there have been great changes in peoples’ life. People now rely more on the web for both work purposes and their daily activities. The web has new rules of marketing and press releases and so marketers have to know how to directly reach their potential and existing customers in the internet domain. The main media through which marketers can reach their buyers directly include; blogs, news releases, mobile applications, online video and viral marketing. (Scott P. 13)
In order to reach buyers directly, marketers should put much effort. First, they should create the web which is rich in content. A web which is rich in content is very significant since it is bringing everything together in one unifying location. Apart from the content-rich web, you can also reach your customers by use other media web to reach them in different regions.
The second requirement so as to reach your buyers directly is to focus on the brand rather than focusing on promoting it or advertising. You should imagine that you are the buyer and come up with everything that will benefit them. You should know consumer needs and wants and strive to make your organization to be trustworthy to potential and already existing buyers. If your brand is trustworthy, buyers will give your products or service, attention and they may eventually buy them.
The news release is a very important tool for reaching buyers directly. In the old rules, one had to wait for his or her press release to be chosen so as to publish. Organizations extradite useful information directly to their buyers onto the screens. The news release is quite effective and it has a wide coverage. News releases can be reached by people via browsing and search engines such as Google, Yahoo among others. News releases are an easy and a smart way of reaching buyers directly.
Another way of reaching a vast number of buyers directly is by creating search engines and advertise with few words and key phrases that are targeted widely in order to establish a large number of clicks hence reaching a vast number of buyers directly. You can also reach your buyers directly through famous bloggers. You read blogs that are in your market niche and comment on them so as to establish your blogging voice. When you are comfortable you can go ahead and develop your own blog and use it as a platform to reach your buyers directly.
Creating landing pages on a website is another important way of reaching buyers directly. It is a cost-effective and the easiest way to in the target market to get information about your products or services. It is a useful instrument for taking your buyers through the cycle of sales. You should focus on communicating the value offered to the buyers through the landing pages once you have established prospect.
In conclusion, marketers should be well equipped with knowledge about internet trends, new rules of marketing and press releases. The best way is to have information on what existing and potential buyers want so as to avail products or services that they want. They should make optimal use of web media to reach buyers directly and deliver products or services that satisfy their needs and wants effectively.
Work cited
Baverstock, Alison. How to Market Books. 2008. Print.
Scott, David Meerman. The New Rules of Marketing and PR. Hoboken, N.J.: John Wiley & Sons, 2009. Print.
