The old rules of marketing read:
- You must spend money on advertising to reach your prospects.
- You must use a PR company to reach journalists because only they have the connections and ‘know-how’ to get you in the papers.
In other words, marketing ‘properly’ meant using an expensive intermediary. If you played by those rules (and I know I did for many years) were your agency fees based on results? Thought not.
The new rules:
- Understand your targets (market segments) in granular detail
- Create highly relevant content in many forms and across many platforms
- Harness the social web (blogs, forums, networking, syndication, tailoring) to reach prospects and customers directly in places they already hang out online
Forget about the old rules. Reach your market directly with content that YOU control.
Read more about how to cut out the middleman.
