The Internet has not only changed the way people communicate with one another, but it has also changed the way businesses communicate with their customers, opening up a whole new way to market and advertise.

David Meerman Scott, author of The New Rules of Marketing and PR: How to use news releases, blogs, podcasts, viral marketing, and online media to reach your buyers directly, will be addressing the new rules of marketing and pubic relations in his session at the Software Marketing Perspectives Conference & Expo to be held in Boston May 23-25, 2007, the leading industry forum for high-tech product management and marketing professionals.

“When people visit your company’s website, they aren’t there to hear your slogan or see your logo again,” Scott says. “They want information, interaction, and choice — and you’d be a fool not to give it to them.”

The session promises to show attendees how to leverage the potential of Web-based communication, through a step-by-step action plan for harnessing the new rules of marketing and PR. It will include information on how to identify audiences, create compelling messages, get those messages to the most consumers possible, and lead those consumers directly into the buying process, complete with case studies and real-world examples.

“Smart marketers who want to communicate with buyers directly, raise their company’s online visibility, and increase sales will discover what they need to put the new rules to work in their company,” Scott says. “You need to put away your company mindset and think like your buyers.”

Scott’s new book, entitled The New Rules of Marketing and PR: How to use news releases, blogs, podcasts, viral marketing, and online media to reach your buyers directly, is due from Wiley in June 2007. Scott has also authored Cashing in with Content: How innovative marketers use digital information to turn browsers into buyers (2005).

Don’t miss Scott’s session at the Software Marketing Perspectives Conference & Expo, May 23-25, 2007, at the Boston Marriott in Newton, Mass. You may register here.

The event offers a spin-free zone where VPs and directors of technology product management can share experiences and network with each other. The conference program delivers on this year’s theme of “Empowering the Product Manager,” and also offers sessions for early career product managers in conjunction with the Association of International Product Marketing & Management.

The Exhibit Hall is near capacity with the following sponsors and partners signed up: 280 Group™, Accept Software, AIPMM, Autodemo, Brainshark™, Cognos, DM2-DecisionMaker, FeaturePlan™ (by Ryma Technology Solutions), Good Leads, Ideascope (by Orasi Software), Intel Software Partner Program, LeCayla Technologies, OpSource™, Pathfinder, Pragmatic Marketing, QlikTech™, rPath, SmartSearch Marketing, Software Magazine, Telelogic and ZIGZAG Marketing.

The 2007 Software Marketing Perspectives Conference & Expo is produced by King Content Co. of 233 Needham St., Newton, MA 02464. Contact: John P. Desmond, Phone: (508) 668-9928.

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