Real-Time Marketing & PR

About the Author

David Meerman Scott is a renowned marketing strategist, author, and speaker, who has written several bestsellers including "The New Rules of Marketing & PR," which has been published in over 20 languages. He has a wealth of experience in marketing and public relations, having developed innovative strategies that have significantly impacted businesses worldwide. Scott's expertise lies in understanding the dynamics of real-time marketing and leveraging new media to drive business growth.

Main Idea

"Real-Time Marketing & PR" by David Meerman Scott is a revolutionary guide that underscores the importance of engaging with your market in real-time. In today's fast-paced digital world, traditional marketing strategies that rely on extensive planning and delayed execution are no longer sufficient. Scott advocates for a proactive, flexible approach to marketing that emphasizes immediate action and responsiveness to market events, customer feedback, and emerging opportunities. This book provides practical steps to integrate real-time engagement into your business culture, ensuring that you stay relevant and competitive in the ever-evolving marketplace.

Table of Contents

• Introduction: The Real-Time Revolution
• Chapter 1: Wake Up! The Power of Real-Time Marketing
• Chapter 2: Speed versus Sloth: Dispatches from the Front
• Chapter 3: Developing a Real-Time Mindset
• Chapter 4: Real-Time Tools and Techniques
• Chapter 5: Real-Time Engagement with Customers
• Chapter 6: Real-Time Crisis Communication
• Chapter 7: Measuring Real-Time Success
• Conclusion: Embracing the Real-Time Future

Introduction: The Real-Time Revolution

The introduction sets the stage for the real-time revolution, highlighting how the digital age has transformed the way businesses interact with their markets. Scott explains that "real-time" means acting and reacting instantly to events, trends, and feedback, a necessity for staying relevant in today's fast-paced world. He urges businesses to abandon outdated, slow processes in favor of agile, real-time strategies that can capitalize on opportunities as they arise.

Chapter 1: Wake Up! The Power of Real-Time Marketing

In this chapter, Scott emphasizes the urgency of adopting real-time marketing practices. He presents compelling examples, such as the story of Dave Carroll's "United Breaks Guitars" YouTube video, which went viral and demonstrated the power of real-time media engagement. Scott explains how companies like Taylor Guitars and Calton Cases seized the opportunity to engage with their audience in real-time, turning potential crises into marketing triumphs.