Direct Niche Advertising is SO Possible

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly, by David Meerman Scott is a fresh new look at the biggest growing ways to use and implement the internet. This book provides an A to Z assistance and view of the new online marketplace. In reading the first chapter I am most impressed with the online marketing options he fully explains to us, showing us how they work and why they are important. The old rules of marketing and PR are ineffective in an online world. It is interesting to see how websites are improving and implementing these new rules already. “Prior to the Web, organizations had only two significant choices to attract attention.” he says, the first to buy expensive advertising or get third-party ink from the media. But this is not true for the internet. Now we are about to work directly with customers and we find a trend for, in my own words, a sort of niche/mass media advertising that is completely possible with the internet. While it is available to anyone through the internet, if can be directed and developed to meet a single customers needs. The relationship can be more personal. Instead of high volume billboard views to everyone, we can market the smallest of audiences and capture exactly what they want to see. Awesome!