We believe that marketing has changed.  Marketing has changed because the Internet has transformed business.  Both people and businesses (the distinction for marketing purposes is blurring over time) have changed the way they shop for and purchase products.  Search engines are now one of the most important ways to get found by qualified prospects and your website is now the most important tool to turn these prospects into qualified leads.

What are the new rules of marketing?  How can you use these rules to your advantage to get more prospects, leads and customers? Here are two principles that have changed, and some ideas of how to use these changes to your advantage.

1) You can reach customers directly.  In the old world, you would prepare a press release and send it to the media and follow-up with them and hope to get some coverage.  A press release that did not receive coverage was not a success.  In the new world you should put out a "news release" with some frequency that targets not the media, but your customers and prospects as the primary audience.  This news release should be optimized for search engines and include links back to your website.  Any press release that gets copied onto a blog or another website and links back to you is a success, if you receive traditional media coverage, that is a bonus.

2) Customers can talk to each other.  In the old world, a prospect might be able to talk to another customer as a reference, but only if they got the contact information from the salesperson, so they pretty much knew what the customer would say (positive things).  There was no way for a prospect to get unbiased information from a variety of your customers.  Fast forward to today, and between blogs, discussion forums, social networks and more (oh my!) it is potentially a scary world where your prospects can hear every little detail of your product or service from your customers directly.  You should enter into this conversation (it will happen with or without you) and provide your own point of view, and also help your best customers tell their story in the most effective way.  For example, at my last company, we helped teach 6 of our best customers how to blog and gave them some free technical help to set up their blog.  We did not control or dictate content in any way, but because they were our best customers most of the content was very positive.

How do you do marketing in this new modern world?  How can you take advantage of the new rules to promote your company as effectively as possible?

1) Start by reading the book.  "The New Rules of Marketing and PR" is currently #1 in sales on Amazon in the PR category.  Iit is written by David Meerman Scott who is a marketing strategist and thought leader on inbound marketing.

2) Sign up for this blog by email or RSS.  We post mutiple marketing tips each week about how you can take advantage of the New Rules of Marketing and PR, so signup by RSS or by email (top right corner of this page).

Did you like this article?  Here are some other articles you might also enjoy:

EMC is a Laggard Playing by the Old Rules of Marketing

5 Tips to Turn Your Website into a Marketing Machine

Executive Summary - Linkbuilding and SEO for the Internet Marketing Neophyte

internet marketing kit

Originally published Oct 8, 2007 11:02:00 AM, updated March 21 2013


Marketing Strategy