David Meerman Scott (born March 25, 1961) is an American online marketing strategist, and author of several books on marketing, most notably The New Rules of Marketing and PR with over 250,000 copies in print in more than 25 languages.
The book was inspired by an accidental discovery (made when he was vice president of marketing at NewsEdge) that creating useful content oneself and publishing it on-line at virtually no cost was consistently more effective than expensive profession public relations programs. Subsequent books draw from his experience as a real-time bond trader, and his observations about innovative marketing by organizations as diverse as IBM:195 and the rock band The Grateful Dead. Based in Boston, he is also a speaker at conferences and corporate events and he runs seminars about marketing around the world.
Scott graduated from Kenyon College in 1983 with a BA in economics. After early jobs as a clerk on several Wall Street bond trading desks, he worked in the online news and information business from 1985 to 2002. He held executive positions in an electronic information division of Knight-Ridder, at the time one of the world’s largest newspaper companies from 1989 to 1995. He was based in Tokyo from 1987 to 1993 and in Hong Kong from 1993 to 1995.
He moved to the Boston area in 1995 and joined Desktop Data, which became NewsEdge Corporation. In his most recent corporate position he was vice president of marketing at NewsEdge until the business was sold to Thomson Corporation in 2002.
He says "I didn’t plan on becoming a marketing strategist... I came upon it accidentally..." At NewsEdge he and his team found that do-it-yourself programs based on creating useful content and publishing it on-line at virtually no cost consistently generated more interest from qualified buyers than expensive profession public relations programs. However, the Thomson Corporation terminated his employment after acquiring NewsEdge. "My ideas were a little too radical for my new bosses. So I started my own business..." he says.
Scott's ideology "the new rules of marketing & PR" is that marketing and public relations is vastly different on the Web than in mainstream media. He says that the "old rules" of mainstream media (which he asserts do not work on the Web) are about "controlling a message" and the only ways to get the message into the public domain using mainstream media is to buy expensive advertising or beg the media to write about you. He says that the rules of marketing and PR on the Web are completely different. Instead of buying or begging your way in, Scott says anybody can earn attention by "publishing their way in" using the tools of social media such as, blogs, podcasts, online news releases, online video, viral marketing, and online media. He believes that, with few exceptions, marketers gain the best return on their investment in content creation when they choose "ungated" publication.
Writing for Forbes, Nick Morgan notes that "David is one of those select few people who saw and understood the social media phenomenon as it began..."
The diversity of Scott's book covers shows how he applies his thinking to a wide range of human endeavors from space travel to rock and roll. The cover of World Wide Rave is by Doug Eymer and was inspired by vintage rock concert posters.
Scott is the author of several books, most notably The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly. The fourth edition was published in 2013 and adds information on the use of "newsjacking," Pinterest, and Instagram for marketing. It is published in more than 25 languages with more than 250,000 copies sold. Writing for The New York Times Magazine, Virginia Heffernan recommended the book "For practical P.R. in the age of Twitter,..." In an interview on Marketing Update, Scott stated that besides the fast pace of change in marketing, another motivation for the new edition was that the book had been incorporated into the curriculum of many universities. As a result he plans to publish a new edition in summer every other year. The second edition won praise in The New York Times and Computerworld reviews. The first edition was featured in the BusinessWeek Best Seller List. Related to the book, Scott developed a one-day seminar called New Rules of Marketing, which he teaches to corporate groups around the world.
Other books include Newsjacking: How to inject your ideas into a breaking news story and generate tons of media coverage, (2011, eMobi, ePub), Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect With Your Customers, and Create Products that Grow Your Business Now (2010),Marketing Lessons from the Grateful Dead: What Every Business Can Learn from the Most Iconic Band in History (2010), and Marketing the Moon: The Selling of the Apollo Lunar Program (2014).
Writing about Newsjacking for Forbes Magazine, Nick Morgan notes that Scott and his publisher, Wiley, "point the way forward" by publishing this book only in electronic formats. He summarizes the idea of newsjacking as the timely creation of material for "the second paragraph" of a news story for journalists to incorporate. The first paragraph is for the basic facts: who-what-why-where-when. The second paragraph is about the implications of the story. Unlike hijacking, newsjacking is not a pejorative term. Kristi Hedges, also writing for Forbes, observes that Scott 'answers [the question] "Should I be on Twitter?" once and for all', citing its instantaneous nature and widespread use by journalists. Writing for Fast Company, Wendy Marx cautions those who might be tempted to take the idea too far, "Don't ... spam reporters ... That will only backfire".
Real-Time Marketing and PR draws on Scott's earlier career as an up-to-the-second Wall Street trader, this book highlights how the timely creation of heart felt content can be more important than long leadtime polished pieces. Examples include the Dave CarrollUnited Breaks Guitars phenomenon. Writing in BtoB Magazine, Christopher Hosford quotes Scott as saying, "The idea of real-time communication ... is the most interesting thing going on in b2b marketing right now".
Marketing Lessons from the Grateful Dead was coauthored with Brian Halligan, CEO of HubSpot. Scott Kirsner, reviewing the book in the Boston Globe, mentions that the authors say they were inspired in part by an article in the Atlantic by Joshua Green.
Reviewing Marketing the Moon for The Boston Globe, Carolyn Y. Johnson writes that the book documents NASA's success in placing the Apollo mission at front-of-mind of ordinary people and The Wall Street Journal found the "decadelong surge of public interest in all things lunar" remarkable. In an essay based on the coverage of astronaut celebrity in their book, Scott and Jurek link it to that of aviation predecessors such as Charles Lindbergh. A particularly important facet of the Apollo mission was live television broadcast of the landing. Scott calls this "one of the best decisions ever made." The book's foreword is by Captain Eugene Cernan, the twelfth and (so far) last man to walk on the moon.
Scott (left) with co-author Brian Halligan on the Marketing Lessons... book tour. The background photomontage includes Jerry Garcia, founder of The Grateful Dead
To promote this book Scott created several videos including one evocative of the joyous Matt HardingWhere is Matt? series and a series of three in the workplace mockumentary style of both Ricky Gervais's The Office and the Art of the Sale videos. Comedian Tim Washer plays in two of these series: as victim in the Art of the Sale, but switching roles to oppressor in Riding the Rave.
He is very active on selected social media sites: Facebook, Twitter, and Google Plus. For example, on July 6, 2011 Twitter hosted an online town hall at the White House where President Obama answered selected questions from members of Twitter. Scott's question was the second one of only twenty selected from over 119,000 tweets.
^ abScott, David Meerman (2010). Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect With Your Customers, and Create Products that Grow Your Business Now. Wiley. ISBN978-0-470-64595-6.
^Handley, Ann; C.C. Chapman (2010). Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business. John Wiley & Sons Inc. ISBN0-470-64828-7.
^Hopkins, Jeanne; Jamie Turner (2012). Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business. John Wiley & Sons Inc. ISBN1-118-16778-3.