Marketing Ebooks: " The New Rules of Marketing and PR Directly, 2nd Edition"

For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.

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Marketing Ebooks: "World Wide Rave"

What the heck is that?

A World Wide Rave is when people around the world are talking about you, your company, and your products. It's when communities eagerly link to your stuff on the Web. It's when online buzz drives buyers to your virtual doorstep. It's when tons of fans visit your Web site and your blog because they genuinely want to be there.

Rules of the Rave:

• Nobody cares about your products (except you).
• No coercion required.
• Lose control.
• Put down roots.
• Point the world to your (virtual) doorstep.

You can trigger a World Wide Rave: Just create something valuable that people want to share and make it easy for them to do so.

What happens when people can't stop talking online about you, your company, and your products? A World Wide Rave is born that can propel a brand or company to seemingly instant fame and fortune. How do you create one? By learning the secret to getting links, YouTube, Facebook, and blog buzz to drive eager buyers to your virtual doorstep. For free.

In World Wide Rave, David Meerman Scott, author of the award-winning hit book The New Rules of Marketing and PR, reveals the most exciting and powerful ways to build a giant audience from scratch.

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Marketing Ebooks: "The New Rules of Marketing and PR"

The Internet has profoundly changed theway people communicate and interact witheach other. It has also changed the way businesses communicate with current and potential customers. In the old days, marketers could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today, the rules have changed entirely.

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers large and small companies, nonprofits, entrepreneurs, political organizations, consultants, even rock bands and churches. Finally, you can speak directly to customers and buyers, establishing a personal link with those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget advertising campaign. Rather than bombard them with advertising they'll likely ignore, you can focus on getting the right message to the right people at the right time.

When people visit your company's Web site, they aren't there to hear your slogan or see your logo again. They want information, interaction, and choice—and you'd be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

Smart marketers who want to communicate with buyers directly, raise online visibility, and increase sales will discover everything they need to put the new rules to work. This book will show you how to stay ahead of the curve—and your competitors—by using the Internet to its full PR, marketing, and customer-communications potential. If you want your business to succeed, forget tradition and adopt The New Rules of Marketing and PR.

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Conceptos de Marketing: Marketing Viral

El Marketing Viral o la Publicidad Viral son términos empleados para referirse a las técnicas de marketing que intentan explotar redes sociales y otros medios electrónicos para producir incrementos exponenciales en "renombre de marca" (brand awareness), mediante procesos de autorreplicación viral análogos a la expansión de un virus informático. Se suele basar en el boca a boca mediante medios electrónicos; usa el efecto de "red social" creado por internet y los modernos servicios de telefonía movil para llegar a una gran cantidad de personas rápidamente.

También se utiliza el término marketing viral para describir campañas de marketing encubierto basadas en internet, incluyendo el uso de blogs, de sitios aparentemente amateurs, y de otras formas diseñadas para crear el boca a boca para un nuevo producto o servicio. Frecuentemente, el objetivo de campañas de marketing viral es generar cobertura mediática mediante historias "inusuales", por un valor muy superior al presupuesto para publicidad de la compañía anunciante.

El término publicidad viral se refiere a la idea de que la gente se pasará y compartirá contenidos divertidos e interesantes. Esta técnica a menudo está patrocinada por una marca, que busca generar conocimiento de un producto o servicio. La principal ventaja de esta forma de marketing consiste en su capacidad de conseguir una gran cantidad de posibles clientes interesados, aun bajo coste.

Los 6 Principios del Marketing Viral

Ralph Wilson, consultor estadounidense especialista en Marketing efectúa el siguiente análisis sobre cuáles son los elementos que deben estar presentes para imponer esta estrategia. Wilson reconoce 6 elementos:

1. Ofrezca un producto o servicio de valor para sus clientes potenciales
2. Facilite un medio de difusión muy sencillo
3. Su servicio debe ser rápidamente escalable
4. Explote la motivación y los comportamientos humanos
5. Utilice redes existentes de comunicación
6. Tome ventaja de los recursos de los demas

Ejemplos de Marketing Viral

Existen multitud de campañas publicitarias que han tenido gran éxito en las redes sociales y se han convertido en un claro ejemplo de la repercusión que puede llegar a tener una buena campaña de marketing viral. Algunos ejemplos de campañas de marketing viral a través de anuncios publicitarios que seguro recordareis son los siguientes:

"Amo a Laura" Mtv España

"Sex Difference" de Heineken

"MasterCard Priceless" de MasterCard

Por último, os dejo el link para descargar el ebook sobre marketing viral de David Meerman titulado "The New Rules Of Viral Marketing".