“Clarity of mind means clarity of passion, too.”
— Blaise Pascal
A Clear Eye.
On marketplace success
by Tom Asacker
“Clarity of mind means clarity of passion, too.”
— Blaise Pascal
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David Meerman Scott is a recovering VP 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. He is the author of the number one best selling PR and marketing book The New Rules of Marketing and PR: How to use news releases, blogs, viral marketing and online media to reach buyers directly which is being published in 20 languages. David has lived and worked in New York, Tokyo, Boston, and Hong Kong. Check out his blog at www.WebInkNow.com or download his free ebook, The New Rules of Viral Marketing: How word-of-mouse spreads your ideas for free at http://www.davidmeermanscott.com/documents/Viral_Marketing.pdf
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Here's David's response to my question (see September 3rd's post for the question):
We’ve been liberated! Before the Web came along, there were only two ways to get noticed: buy expensive advertising or beg the mainstream media to tell your story for you. Now we have a better option: publishing interesting content on the Web that your buyers want to consume. The tools of the marketing and PR trade have changed. The skills that worked offline to help you buy or beg your way in are the skills of interruption and coercion. Success online comes from thinking like a journalist and a thought leader.
To be successful online requires unlearning what you have learned about marketing and communications. The skills of offline marketing (interruption and coercion) don't work on the Web. What does make an organization successful is publishing great content (content-rich Web sites, blogs, YouTube videos, e-books, podcasts and the like) that your buyers WANT to consume.
I like Cervelo Cycles. It is a small company based in Canada producing high-end racing bikes and does virtually all of it's marketing online. Check out their site at http://www.cervelo.com.
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"Tom is timely, thought provoking and all about the new brand vision packaged as a Seinfeld stand up. I went to school on his ideas."
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Thanks for the interview. I'm looking forward to ManageCamp!
David
Posted by: David Meerman Scott | September 04, 2008 at 08:59 AM