Week 2 EOC: Questions and answers

1)    Gutenberg’s mechanical printing press was the most important event in the communications revolution. What was the second most important?

556 years later, in 1995, the second most important communications revolution took off. I choose 1995 because it was the year Netscape went public on the success of Netscape Navigator the first popular product to allow people easy Internet connections and Web browsing. (http://www.webinknow.com/2012/12/the-second-most-important-communication-revolution-in-history.html)

2)      What does Gerard Vroomen tell bicycle enthusiasts?

        Vroomen also excels at using the web to tell cycling enthusiasts compelling stories, to educate them, to     engage them in conversation, and to entertain them. Because he uses web content in interesting ways and sells a bunch of bikes in the process, Vroomen is a terrific marketer.

3)      What are the five ways a customer can obtain content about a product?

        Vroomen makes certain that his bikes are in front of people many different ways, starting with search engines, so that they get those five exposuresexposures. “For example, they may see the bike on the site, on TV in a pro race, at the dealer, and on a blog,” he says.

4)      Why is Gerard Vroomen’s goal that of educating perspective customers

       concerning his products?

To become his real customers by using new rule of PR and marketing. 

5)    The Theory of the Long Tail is that our culture and economy are increasingly shifting away from a focus on a relatively small number of “hits” (mainstream products and markets) at the head of the demand curve and toward a large number of niches in the tail. What did Chris Anderson mean?

6)    What are some examples of businesses that leverage the long tail to reach underserved customers and satisfy the demand for products not found in traditional stores?

       
      plugged-in bloggers, online news sites, micropublications, public speakers, analysts, and consultants who reach the targeted audiences who are looking for what we have to offer. 

7)    Why do consumers browse blogs and chat rooms and websites?

        As consumers search the Internet for answers to their problems, as they browse blogs and chat rooms and                             websites for ideas, they are searching for what organizations like yours have to offer.

8)    What are two ways people interact with web content?

          They search and they browse.

9)    An often-ignored audience is people who do their own research and consider the decision over a period of time before making a commitment. How can the web be used to reach this audience?

The site is designed to work for a major and often-ignored audience: people who do their own research and consider a decision over a period of time before making a commitment.

10)  What can great web content (blogs and news releases) do for any company?

Great content in all forms helps buyers see that you and your organization get it. Content drives action.

11)  What do the New Rules of PR say?



The Internet has made public relations public again… Your newsroom is for your buyers, not just the media… By building a media room that targets buyers, you will not only enhance those pages as a powerful marketing tool but also make a better media site for journalists. (http://thekeypoint.org/2014/04/25/the-new-rules-of-marketing-and-pr/)

12)  What is meant by "All businesses have information that can contribute to the education of the marketplace"?

Every business has information that can contribute to the education of the marketplace. You need to ask yourself, ‘How can I get that information out there?’ You have to have a bit longer view and have a sense of how your business will be better down the line. For example, we created an entire series of buyer guides, because we knew that they would be valuable to the market.

13)  What is PR really about?

                  It's about reaching our buyers.

14)  What is meant by "bypassing media filters”?

To avoid tradition PR rules to get your story to the people who is interested. it’s never been easier to share your story, and you don’t need the media filter that previously determined if something made the news and how it was presented to viewers, listeners and readers. (http://bellevuepr.com/bypassing-the-medias-filter-to-relay-your-message/) 

15)  Briefly summarize the New Rules of Marketing and PR.

• Marketing is more than just advertising.

• PR is for more than just a mainstream media audience.

• You are what you publish.

• People want authenticity, not spin.

• People want participation, not propaganda.

• Instead of causing one-way interruption, marketing is about delivering content at just the precise moment your audience needs it.

• Marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the web.

• PR is not about your boss seeing your company on TV. It's about your buyers seeing your company on the web.

• Marketing is not about your agency winning awards. It's about your organization winning business.

• The Internet has made public relations public again, after years of almost exclusive focus on media.

• Companies must drive people into the purchasing process with great online content.

• Blogs, online video, e-books, news releases, and other forms of online content let organizations communicate directly with buyers in a form they appreciate.

• Social networks allow people all over the world to share content and connect with the people and companies they do business with.

• On the web, the lines between marketing and PR have blurred.

16)  What is meant by the "convergence of marketing and PR”? 

The New Rules of Marketing and PR. Great content in all forms helps buyers see that you and your organization get it. Content drives action.