{"id":519,"date":"2007-08-05T08:29:31","date_gmt":"2007-08-05T07:29:31","guid":{"rendered":"http:\/\/www.chiperoni.ch\/wordpress\/archives\/2007\/08\/05\/content-drives-action\/"},"modified":"2014-05-29T15:52:40","modified_gmt":"2014-05-29T13:52:40","slug":"content-drives-action","status":"publish","type":"post","link":"https:\/\/chiperoni.ch\/wordpress\/2007\/08\/content-drives-action\/","title":{"rendered":"Content drives action"},"content":{"rendered":"<p><a href=\"http:\/\/www.flickr.com\/photos\/chiperoni\/1010111592\/\" title=\"Photo Sharing\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/farm2.static.flickr.com\/1232\/1010111592_9a5d5481e9_m.jpg\" width=\"240\" height=\"180\" alt=\"reading\" \/><\/a><\/p>\n<p>I started reading &#8220;<a href=\"http:\/\/www.davidmeermanscott.com\/books.htm\">The new rules of Marketing and PR<\/a>&#8221; yesterday, and I like it. I&#8217;m at Chapter 3, and so far it&#8217;s a good summary of things I&#8217;ve discovered. Reinforcing experiences which I&#8217;ve been calling <strong>Low Budget Internet Marketing<\/strong>.  <\/p>\n<p>A couple of notes:<\/p>\n<ul>\n<li>Today&#8217;s search engine setup means you can reach buyers directly.\n<\/li>\n<li> One-way interruption advertising is over.<\/li>\n<li>Good content will help buyers decide. There&#8217;s people like you and me that do their own research and consider a decision over a period of time before buying. <\/li>\n<li>There&#8217;s a &#8220;<a href=\"http:\/\/www.thelongtail.com\/\">long tail<\/a>&#8221; effect for news announcements as well. <\/li>\n<li>The lines between PR and marketing are blurry.<\/li>\n<\/ul>\n<p>Meerman&#8217;s right about the way consumers and buyers do their own research, ignoring the advertising to a large extent. And evaluating on their own. Take me as an example: I&#8217;m in the marketplace looking for an entry-level DSLR and I&#8217;m reading review sites, asking questions, watching the news and prices.  <\/p>\n<p><em>(Yes. My evaluation process is long. And I overdo it sometimes. But then I&#8217;ve been working in IT for the past 9-10 years. 6 months minimum.)<\/em><\/p>\n<p><strong>The Learning Effect of Blogging:<\/strong><br \/>\nThere&#8217;s one effect I&#8217;d like to highlight: by setting up my own blog, posting short tumble blog-like entries, and keeping track of a couple of marketing bloggers, the new rules aren&#8217;t that new to me. Blogging is a great way to learn. Instead of watching from the sidelines, my advice is to dive in. <\/p>\n<p>I&#8217;ll try to post a summary as I go along&#8230;  <a href=\"http:\/\/handmadezwonull.blogspot.ch\/\">Mlle. A.<\/a> is reading the same book.  Between the two of us, we&#8217;ll get some two-way discussion going. Feel free to <a href=\"http:\/\/www.chiperoni.ch\/wordpress\/archives\/2007\/08\/05\/content-drives-action\/#respond\">join us<\/a>. <\/p>\n<div class=\"syndication-links\"><\/div>","protected":false},"excerpt":{"rendered":"<p>I started reading &#8220;The new rules of Marketing and PR&#8221; yesterday, and I like it. I&#8217;m at Chapter 3, and so far it&#8217;s a good summary of things I&#8217;ve discovered. Reinforcing experiences which I&#8217;ve been calling Low Budget Internet Marketing. A couple of notes: Today&#8217;s search engine setup means you can reach buyers directly. One-way [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"mf2_syndication":[],"jetpack_post_was_ever_published":false,"footnotes":""},"categories":[1,24,9],"tags":[],"class_list":["post-519","post","type-post","status-publish","format-standard","hentry","category-general","category-marketing","category-tech"],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p1LJxC-8n","_links":{"self":[{"href":"https:\/\/chiperoni.ch\/wordpress\/wp-json\/wp\/v2\/posts\/519","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/chiperoni.ch\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/chiperoni.ch\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/chiperoni.ch\/wordpress\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/chiperoni.ch\/wordpress\/wp-json\/wp\/v2\/comments?post=519"}],"version-history":[{"count":0,"href":"https:\/\/chiperoni.ch\/wordpress\/wp-json\/wp\/v2\/posts\/519\/revisions"}],"wp:attachment":[{"href":"https:\/\/chiperoni.ch\/wordpress\/wp-json\/wp\/v2\/media?parent=519"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/chiperoni.ch\/wordpress\/wp-json\/wp\/v2\/categories?post=519"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/chiperoni.ch\/wordpress\/wp-json\/wp\/v2\/tags?post=519"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}