Takeaways from “Real Time Marketing & PR” by David Scott [Book Review]
Hey, welcome back! Recognized the wall? I think so!
It’s our sunny, funny and bright wall. The wall of our Reviews about Business Books.
So, as you can notice your self by simply looking at the picture opening this post, it’s now time for another powerful review. The sun comes rising again on managerial readings. It’s time for telling you a bit about a new and great marketing book read by me, my self and I.
It’s now the turn of David Scott: an American On-Line Marketing Strategist, International Key Note Speaker as well as author of successful marketing publications.
It is now the turn of his “Real Time Marketing & PR”, a Wall Street Journal Besteller.
Real Time Marketing is a very growing topic of conversation in our field. There is a very big buzz about it.
In a few words, Real Time Marketing is a way to categorize all those marketing activities calling the companies to act to the speed-of-now to improve and increase their own reputations towards their own target audiences and non-target audiences in the New Web.
Also, Real Time Marketing is a mentality, is a culture. It’s an approach on how to promote the enterprise value propositions and the related messages today. A new ideas order about how companies have to manage their own brand marketing strategies in the always-on world.
There are some detractors of the theme, we have to inform you. Some experts dislike and reject this new kind of marketing concept by substantially viewing at that as a hype.
To be honest with you, I think the exact contrary about it. The needs and the advantages of running this new marketing trajectory are related to 2 fundamental aspects characterizing even more the Web: Instantaneous Communication and the Long Tail phenomenon. As a consequence, Real Time Marketing is here to stay. It represents the way companies have to face the latest evolutions and revolutions related to the today’s digital world.
Companies will seriously continue to invest more and more money, time and efforts in this direction. Directly reaching and interacting with their ideal buyers without any filter in real time is an invaluable opportunity to generate sales by correctly walking down the new buying or selling process as well as an incredible opportunity to humanize their Brands from any perspective.
David highlights how to successfully manage and implement a real-time marketing strategy as well as how organizations and people can acquire and develop the mind-set behind it.
As usual, in this respect, I scrupulously and painstakingly selected for you a couple of compelling, fruitful, usable and inspiring managerial take-aways and thoughts written in the book. Before that, as I am used to say: buy it! I highly recommend to read it! Enjoy!
“..Anyone active online should anticipate finding themselves in a crisis situation..” […]
“..Any time disaster stakes nowadays the immediate result is a massive surge in electronic communications. Millions of people pick up the phone to check out friends and family. Millions more go online for news and information..”
“..In the world of real time media no story is ever finished it can always be updated, corrected followed up on, and added to..”
“..The sooner you engage your customers’ interest the more likely you are to win in the end..”
“..To engage your marketplace right now, free your people to communicate in real time..”
“..Consumers online expectations are retching up. Just as no one tolerates hour-long waits on robotic answers in a physical shop, they are not going to stand for it online..”
“..Too much information [delivered by salespeople to buyers] actually slows a deal down by forcing buyers to sift through what’s important and what’s not..”
“.. When people help you answer a question via crowdsourcing they feel a sense of ownership. Participation turns spectators into supporters..”
“.. Companies that engage in real-time communications have a 5 percent stock performance on average than those that do not..”
“..You can engage some of the people in real time some of the time. You can engage desktop computer users when they are at their desks. But only when users go mobile you can engage all of the people in real time all of the time..”
“..The narrative of your business now unfolds, minute by minute, in real time. And it’s driven by your customers, talking among them selves, it’s no longer guided by the mass media your ad budget can buy..”
“..When people vent their frustrations on social media, they just don’t expect a response from the company. Consumers assume companies as too big as too preoccupied to care about engaging them..”
“..If you are the leader and you want to cultivate a real time mind-set throughout your organization teardown the command-and-control mentality. Recognize your employees as responsible adults. Empower them to take initiative…”
“..In a real time corporate culture everyone is recognized as a responsible adult. [..] Companies that do have a real time mind-set push decision making as far down the ladder as possible..”
“..Instant response is the ideal in engaging the public in social media. When you jump into a discussion in real-time and when the tone is negative, you can often turn it around, turning critics into advocates..”
“..We’re breaking down the mass-media-centered economy even faster than we built it. In a real sense, we are going back to the way things were before the mass media culture made us stop communicating in an authentic way..”
“..Finally we have a way to communicate like humans again. As in the premodern town marketplace, communication is once again real, personal and authentic. Personal opinions matter. Far from making everything new, as many pundits insist, the Web has actually brought communication back full circle to where we were a century ago. What people respond to, and the way they make purchase decisions, really hasn’t changed at all..”