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David Meerman Scott
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David Meerman Scott
David Meerman Scott is an American online marketing strategist and author of several books on marketing, including The New Rules of Marketing and PR.
Scott graduated from Kenyon College in 1983 with a BA in economics. After early jobs as a clerk on several Wall Street bond trading desks, he worked in the online news and information business from 1985 to 2002, holding executive positions in an electronic information division of Knight-Ridder, from 1989 to 1995.
Scott moved to the Boston area in 1995 and joined Desktop Data, which became NewsEdge Corporation, ultimately holding the position of vice president of marketing until the business was sold to Thomson Corporation in 2002. Thomson Corporation terminated his employment after acquiring NewsEdge, so he started his own business as a marketing strategist.
Scott's assertion is that marketing and public relations is vastly different on the Web than in mainstream media. He says that the old rules of mainstream media are about controlling a message and getting the message into the public domain by buying expensive advertising or begging the media to write about you. He says that the rules of marketing and PR on the Web are completely different. Instead of buying or begging your way in, Scott says anybody can earn attention by "publishing their way in" using the tools of social media such as, blogs, podcasts, online news releases, online video, viral marketing, and online media. He believes that, with few exceptions, marketers gain the best return on their investment in content creation when they choose "ungated" publication.
Writing for Forbes, Nick Morgan notes that "David is one of those select few people who saw and understood the social media phenomenon as it began..."
Scott is the author of several books, as detailed below.
Scott initially released the book as a free, ungated e-book. It was subsequently published as a traditional printed book.
Scott summarizes the book's content marketing theme as "You are what you publish online." The content should be about what audience cares about, not directly about the product itself. "Nobody cares about your product but you," Scott says.
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David Meerman Scott
David Meerman Scott is an American online marketing strategist and author of several books on marketing, including The New Rules of Marketing and PR.
Scott graduated from Kenyon College in 1983 with a BA in economics. After early jobs as a clerk on several Wall Street bond trading desks, he worked in the online news and information business from 1985 to 2002, holding executive positions in an electronic information division of Knight-Ridder, from 1989 to 1995.
Scott moved to the Boston area in 1995 and joined Desktop Data, which became NewsEdge Corporation, ultimately holding the position of vice president of marketing until the business was sold to Thomson Corporation in 2002. Thomson Corporation terminated his employment after acquiring NewsEdge, so he started his own business as a marketing strategist.
Scott's assertion is that marketing and public relations is vastly different on the Web than in mainstream media. He says that the old rules of mainstream media are about controlling a message and getting the message into the public domain by buying expensive advertising or begging the media to write about you. He says that the rules of marketing and PR on the Web are completely different. Instead of buying or begging your way in, Scott says anybody can earn attention by "publishing their way in" using the tools of social media such as, blogs, podcasts, online news releases, online video, viral marketing, and online media. He believes that, with few exceptions, marketers gain the best return on their investment in content creation when they choose "ungated" publication.
Writing for Forbes, Nick Morgan notes that "David is one of those select few people who saw and understood the social media phenomenon as it began..."
Scott is the author of several books, as detailed below.
Scott initially released the book as a free, ungated e-book. It was subsequently published as a traditional printed book.
Scott summarizes the book's content marketing theme as "You are what you publish online." The content should be about what audience cares about, not directly about the product itself. "Nobody cares about your product but you," Scott says.