1. The New Rules of Marketing and PR, by David Meerman Scott
As an online event company it will come as no surprise that the first book on our list focuses on modern, online marketing. The subtitle of this book is “How to use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to reach buyers directly”. So it makes sense that this is of interest to us.
The thing about marketing that always amazes (and frustrates) me is how fast the landscape and rules change. Google Analytics is a great example here: what is fine one month may not be OK the next month, so it is imperative to be on top of your Digital Marketing and this book is a great help for that.
The book opens by defining the importance of social media to all organisations, comparing it to more traditional marketing methods. The books then delves more deeply into the various social media tools that are available and how organisations can use them. Most relevant to us was the detail on the implications for content on your web site.
The crux of the author’s message is that we are now in a time where you can reach out to your customers directly, inviting a back and forth dialogue and encouraging participation from customers.