“Real-Time Marketing & PR” by David Meerman Scott
This book was actually recommended to me by a colleague over at Bostinnovation. I am surprised to admit but this is the first time that I have read one of David Meerman Scott’s books! Looking at the wide array of marketing books in my library as of late, I’m surprised that this is actually the first to adorne my shelf.
In business it’s important to either take a role as first-mover pioneering a product category to block out your industry competitors. However, many might argue that perhaps the strategy is best to be more of a late-mover and learn from the costly mistakes of those who have come before you. Real-Time Marketing & PR brings a third, and according to David Meerman Scott more critical component in a business strategy, which is the role of “real time.” Things happen on the internet so quickly, that every moments loss could have a devastating effect on your brand. The book uses the prime example of United Breaks Guitars to show the tremendous effects one thought to be little Youtube video could have on a large airline company such as United Airlines. David Meerman Scott demonstrates that if United had responded immediately to David Carroll, rather than clamming up, they could have avoided the fallout.
In addition to hi-lighting the many short comings of businesses, Real-Time Marketing & PR offers many useful examples of companies that are using real-time strategy well. In particular, I found the discussion with John Gripton, the senior editor at Skynews.com fascinating. I grow weary of the many tired and repetitive case studies that many marketing authors use in their books now days, and was happy to see David Meerman Scott offer something fresh. Skynews.com is an example of a media outlet that has harnessed the power of real-time news reporting to disrupt the traditional flow of media. People can tune into Gripton on Twitter, and report the news on the ground as it’s happening.
The reason these examples David Meerman Scott uses are important to business however, is that real-time service is in demand.
Not only is it something that consumers are clamoring for, but it’s a premium service as well. We currently live in the “on-demand” era, or the Tivo era if you will. With this trend, we also are finding a desire to consume information faster, as it’s happening. A blog post that’s a day old, might as well be considered something from the mesozoic age. It goes beyond the crisis management function of real-time marketing as seen in the David Carroll example. If your company is first to release content as it’s happening and relevant, than you can be crowned an authority by your consumers. They are more likely to build that trust relationship, and convert into loyal followers if your company has its finger on the pulse.
For those who are veterans to internet marketing, I wouldn’t say this book will be groundbreaking for you. However, if you are someone that still can’t get your head around gauging the speed of the internet, and are in need of some real-life contextual examples…this book is a must.
For more information be sure to check out:
Hubspot - Free Webinar: Finding the ROI of Real-Time Engagement
Recent comments