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The Old Rules of Marketing 

Marketing simply meant advertising (and branding). 

Advertising needed to appeal to the masses. 

Advertising relied on interrupting people to get them to pay attention to a message.

Advertising was one-way: company-to-consumer.

Advertising was exclusively about selling products. 

Advertising was based on campaigns that had a limited life.

Creativity was deemed the most important component of advertising. 

It was more important for the ad agency to win advertising awards than for the client to win new customers. 

Advertising and PR were separate disciplines run by different people with separate goals, strategies, and measurement criteria.

The New Rules of Marketing

Marketing is more than just advertising. 

PR is for more than just a mainstream media audience. 

You are what you publish. 

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. On the Web, the lines between marketing and PR have blurred. 

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.