Rules are made to be broken.
There are certain things in life that was people progress ideas change, opinions are formed, and images are created. What do all of the afore mentioned variables have in common? All the variables combine create a foundation for which rules are formed.
Scott’s, The New Rules of Marketing and PR gave delightful insight on just how the rules of the game have transformed into a more modern and casual tactic.
Scott states that “psychologists have shown that people learn better with different media (216).” In other words, not everyone learns the same, so why should everyone have to shop the same way? Marketing is all about hitting a special target audience to guarantee that the public wants to buy your goods or services. Shifting strategies allows for a larger audience to be targeted.
I completely agree with the fact that people need a variety. The same commercials, posters, and radio campaigns get old quickly and bore many audiences. with the use of social media, video and audio ads, and new applications, marketing allows for a more exciting experience for the audience.
However, Scott also states that “you are what you publish (61).” This statement I find to be very false. I know multiple coworkers who appear to be one way on social media and turn around and act a completely different way in reality. What determines who actually are? Does the fact that you seem straight lace online mean that you cannot go out and have a few drinks after 5p.m. and let loose?
What you publish does influence what people may think of your overall image, but I fully disagree with the idea that what society deems you to be, you actually are.
I work in a restaurant in which many girls post pictures in their work uniform trying to get people to come in and visit. This is a great marketing strategy according to Scott’s “rule book.” However, if a girl takes a million selfies of her in her uniform, does society see her as a hard worker or just another young girl who spends too much time on social media? The question boils down to: who and what truly defines who people are?
Of the entire book, Chapter 6 struck my attention the most. The idea of social media, though seems to be a new way of life for an older generation, feels completely normal to people my age. I grew up with social media, and know most ins and outs of the systems. However, the increase in use of audio and video clips is a whole new field to me.
This chapter opened my eyes to different ways to target an audience. “Videos use emotion to tell stories in ways that most marketing cannot (96).” This statement, for whatever reason really stuck with me. It seems like such an obvious fact, but really does play a strong role in today’s marketing and PR world.
The old marketing world consisted of paper ads, flyers, and build boards to get a company or organization’s goal across. Looking back, what did this really accomplish? Publicity?
Now, people put their life stories on social media promoting a specific good. Often times, celebrities will even let an audience into their privacy and explain a struggle in their lives in a commercial for an organization.
The strength of opinion leaders in society heightens when videos give full emotion to the audience. Due to this strength, a wider range audience is more available.
All in all, Scott’s book was extremely useful. It gave a different perspective to what the old generation considered marketing and PR to be and then what is has become today. Younger generations seem to take advantage of this new PR field, and should see all that it can actually do for their future. I do recommend it for anyone who is trying to build an audience using social media. Scott’s checklists for success are all throughout the book and most chapters provide real life experiences in which have been successful.
Today’s world makes marketing easier. As the times change and the demand for information builds, people want reliable and quick access to the goods. Old school marketing techniques made it hard to reach multiple audiences.
Scott’s book gave good insight on just exactly how to get your organization or company moving to be successful. Without these guidelines or check lists provided, I know I would be lost. Honestly, this book has held me to a higher standard in social media and has challenged me to really utilize technology in a professional manner to do great things.
This challenge I know will help me in the future, and I highly recommend it to any who has not read it. It has seriously made a difference in how I look at websites and social media accounts, and I think it can change other people’s opinions as well. Check it out!
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