You can buy attention (advertising)
You can beg for attention from the media (PR)
You can bug people one at a time to get attention (sales)
Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page. (Special kudos to Randy B. for the succinct explanation above, well done.)
I don’ t think I have ever heard this summed up so cleanly and clearly before, it resonated with me so much that I felt compelled to post this here to our blog on FirstTracks simply so that we would have it here to share with all of our traffic and to keep it as a reminder of how we want to be doing business for our clients now and in the future. This idea was originally shared by author and social media guru David Merrman Scott.
Below you will find a very interesting keynote given by David Merrman Scott, who is the author of many wonderful modern marketing texts: World Wide Rave, New Rules of Marketing and PR, and Tuned In to name a few. I felt it was worth while to share this presentation here on our website because of the important fundamental shifts in general marketing strategies that all companies should be seriously considering if they aren’t already doing some of these things already.