event-200612

December 2006 Program

AIIM is the international authority on Enterprise Content Management (ECM).

The New Rules of Marketing and PR
Reaching buyers directly with blogs, news releases, online media, and viral marketing.

Tuesday, December 19, 2006

Program Information

Now that the Internet has made it easier than ever for marketers to directly communicate with consumers and target audiences, it’s imperative that marketers dramatically alter their PR and marketing strategy to maximize the effectiveness of the direct consumer-communication channel. On the Web the old rules don’t apply. In this engaging presentation, Scott shows how to leverage the potential that Web-based communication offers technology companies. A step-by-step action plan for harnessing the power of the new rules of marketing and PR will be provided, showing how to identify audiences, create compelling messages, get those messages to the most consumers possible, and lead those consumers directly into the buying process. Told with many case studies and real-world examples, this a practical discussion about the new reality of PR and marketing.

Program Contact Info:

Melinda Moses

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SPONSORS

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SPEAKER

David Meerman Scott is a writer, consultant, conference speaker and seminar leader. His book Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers Into Buyers is a riff on using Web content to drive revenue and other action from Web site visitors. He is currently at work on a new book The New Rules of Marketing and PR: How to use news releases, blogs, viral marketing and online media to reach buyers directly to be published by Wiley in late 2007. In his consulting work, Scott specializes in using online content to market products to demanding customers worldwide. He is an instructor for the Pragmatic Marketing Effective Product Marketing™ seminar, which helps technology companies become market-driven and is a contributing editor at EContent Magazine. Prior to starting his own business, Scott was vice president of marketing at NewsEdge and earlier in his career he was Asia Marketing Director at Knight-Ridder. He has lived and worked in New York, Tokyo, Boston, and Hong Kong and has presented at industry conferences and events in over twenty countries on four continents. Read his blog at www.WebInkNow.com

“In seconds, David perceived the interest and objectives of our audience--IT

Download Scott’s complimentary ebook The New Rules of PR here
http://www.webinknow.com/2006/01/new_complimenta.html
“Scott’s ebook contains a simple idea, well presented.”
Seth Godin, bestselling author Purple Cow and Small is the New Big

suppliers interested in conveying the value of their solution offerings to new customers. David's presentation and style engaged our members immediately. His examples of "new" PR methodologies were relevant, timely, and enlightening. He gave all of us a lot to think about as we consider ways to better harness the power of the web for viral and closed-loop marketing. David will no doubt be hearing from our members, and we look forward to welcoming him back at a future event.”
Peggy Winton, Vice President, Membership, Sales & Marketing, AIIM

“David embodies two things every seminar or conference organizer wants in an expert speaker -- he's compellingly relevant and thoroughly professional. His innovative strategies for winning with content on the Web were eye-openers for attendees at Hanley Wood's American Housing Conference. Meanwhile, David managed to boil a half-day's worth of learning and value into the 20-minute time slot we'd allotted him -- and, as they say in radio, he hit the post.”
Vince Giorgi, Vice President, Hanley Wood Marketing

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