3 Ways How Web Changed the Rules of Marketing and PR

Here are several points that impress me most about how the web changed the rules of marketing and PR:

From Traditional Media to New Media:

Following the change of media, the rules of marketing and PR changes. It's a trend that companies are turning from traditional media like TV to new media based on the web. Investment on TV advertisement is huge so that some companies cut off their budget on TV advertisement but invest on web-based marketing campaigns. Social networking websites like Facebook and Twitter provide a good platform for marketers because of their large user base. Examples:



Set the Target:

A big change web has brought to marketing and PR is that the new rules have more targeted consumers. Backing to the old rules within the media like TV or newspapers, they have a wide but dispersive range of audiences. However, the new web-based marketing rules focus their efforts to attract and keep the attention of the targeted groups, which saves money as well as resources.

Relationship management:

The old rules of marketing and PR seems to be one-way interruption, in which consumers could only acting as the role of passive receiver. Within the new rules, the consumers take more participation. Since the web connect marketers and consumers, consumers could actively express what they need and how they evaluate the product or the service. Moreover, marketers even need to discover their customers' need before they say it out. Therefore, the web helps build a two-way relationship between marketers and consumers.