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Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now ReviewPeter Drucker, who Jack Welch called "the greatest management thinker of the last century," suggested that businesspeople have clear answers to the following three questions:
1. What is your business?
2. Who is your customer?
3. What does your customer consider value?
In "Real-Time Marketing & PR," bestselling author David Meerman Scott urges businesspeople to consider a fourth question:
"How can you deliver value faster?"
With changes brought on by the internet and other forms of technology, the concept of delivering value faster has become, for many, a governing competitive advantage.
In this new effort, Scott (who, in full disclosure, is a client and friend) tells the stories of people and organizations that have acted on real-time opportunities, or have built cultures based on delivering value at breakneck speed.
Scott writes, for instance, about how TMZ and Politico regularly scoop larger news sources, because TMZ and Politico operate on a model that focuses almost exclusively on "breaking news and instant analysis." He tells us, too, about how ClickSquared gets better open-rates and more upsells when the emails they send are triggered by what's happening to recipients in the moment. Also, in an in depth analysis of the "United Breaks Guitars" story, he discusses how Taylor Guitars and Calton Cases grabbed attention for their brands by taking prompt action on a piece of the whole.
If you've read other books by Scott, you know he provides readers with plenty of tactics. This book is no different. In it, you'll learn about using social media, crowdsourcing, videos, mobile devices, media alerts, communications guidelines, and other tools, which will speed up the way you collect and act upon information.
The book's greatest service, however, isn't in its tactics. Instead, it's in helping readers develop a "now" mindset - one that will help them take action in a situation as it's happening -- when acting matters most.
Once you read Scott's sage counsel and entertaining stories, you'll likely see your business environment in new ways. With speed as a lens, you'll spot opportunities and take action with a swiftness that may surprise you.
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