David Meerman Scott is at it again. Not only is he the author of the outstanding “The New Rules of Marketing and PR” (and, yes, I did get a mention in that book for using Twitter to find and satisfy customers), but he’s followed it up with the equally strong “World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories”.
What Scott seems to understand is the way consumers are changing their behaviors online – and the ways online is changing consumers’ behavior. Marketers, advertisers and PR people can no longer rely on techniques from the last century. Instead, Scott argues,
“A World Wide Rave is when people are talking about your company because they want to, not because they were coerced or tricked.”
Scott offers many examples of marketers who get it right, whose activities solve their customers problems, while shedding light on those who only hope for “viral” adoption, without connection to their brand or their customers. He argues – and I agree – that while it may provide a recipe for attention, it doesn’t offer much meat to satisfy your customers’ appetites.
If you’re serious about marketing to today’s consumers, both of Scott’s books – The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly and “World Wide Rave: Creating Triggers that Get Millions of People to Spread Your Ideas and Share Your Stories” belong on your shelf. And, if you’re not, why aren’t you?
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