In Chapter 1 of our textbook, The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases and Viral Marketing to Reach Buyers Directly, Scott really touched on how marketing and PR’s old rules would be very ineffective this day and age. I totally agree. The dynamics of marketing and PR has shifted and has become so much easier from their influence and their tactics. Nowadays, with one click of a button everything can change. One thing that stood out to me in this reading was that advertising was one-way: company to consumer. Digital Technologies have put the definition of advertising and marketing up for grabs. No one knows what either is anymore. Nowadays advertising is more than one-way because it can be from consumer to consumer then to the company. The use of social media has created different outlets to communicating whether it is an advertisement or news, technology has changed how marketer’s do business. Another key point that I took away from this reading was that Scott mentioned that, “Advertising and PR were separate disciplines run by different people with separate goals, strategies, and measurements” (Scott, 2013). Public Relations and
Advertising my have different interest, however, they both have the same goal when it comes to the consumer and getting things across. Advertising and PR may be separate but they do have the same goals, use the same strategies and measure things in similar ways. I would say they are like partners they work side by side. Public Relations work has changed. PR practitioners no longer have to go out of their way to tell a company’s story. Nowadays the web allows direct access to information about the product. And some companies are smart enough to use the free information to their advantage. “The internet has made public relations public again, after yeas of almost an exclusive focus on media, blogs, online video, news releases, and other forms of web content let organizations communicate directly with buyers (Scott, 2013).
None of the rules mentioned are true anymore. The web has transformed the rules, and you must transform your marketing to make the most of web-enabled marketplace ideas (Scott, 2013). It is very true when it comes to almost everything that deals with technology advancement. The change in technology allows for companies to use new strategies and techniques to help them market their products to the public very easy.
The question that still remains on whether or not the idea of advertising will change or will it stay the same overtime. Does it continuously evolve with technology?