David Meerman Scott

Concluding Keynote

New Media Models to Influence Buyers and Users--

Building a Marketing and PR Strategy to Reach Your Customer Archetypes with Web Content

Now that the Internet has made it easier than ever for marketers to directly communicate with target audiences,

marketers must dramatically alter their PR and marketing strategy to maximize the effectiveness of new media models. On the Web, the old rules don’t apply. In this engaging presentation, Scott shows how to leverage the potential that Web-based communication offers to reach buyers. A step-by-step action plan for harnessing the power of the new rules of marketing and PR told with case studies and real-world examples shows how to identify audiences, create compelling messages, get those messages to the most consumers possible, and lead those consumers directly into the buying process.

BIOGRAPHY

David Meerman Scott

David Meerman Scott is a writer, consultant, conference speaker and seminar leader. His book Cashing In With Content: How Innovative Marketers Use Digital Information to Turn Browsers Into Buyers (Information Today Books 2005) is a riff on using Web content to drive revenue and other action from Web site visitors. He is currently at work on a new book The New Rules of Marketing and PR: How to use news releases, blogs, viral marketing and online media to reach buyers directly to be published by Wiley in June 2007. In his consulting work, Scott specializes in using online content to market products to demanding customers worldwide. He is an instructor for the Pragmatic Marketing Effective Product Marketingâ„¢ seminar, which helps technology companies become market-driven and is a contributing editor at EContent Magazine. Prior to starting his own business, Scott was vice president of marketing at NewsEdge and earlier in his career he was Asia Marketing Director at Knight-Ridder. He has lived and worked in New York, Tokyo, Boston, and Hong Kong and has presented at industry conferences and events in over twenty countries on four continents.

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