David Meerman Scott, the author of "The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly, 2nd Edition" will be giving the opening keynote at SES New York 2010.

For decades, marketers have relied on buying expensive advertising and begging the media and analysts for coverage. We interrupted "prospects" with our egotistical "messages," in the hopes of generating interest from buyers (who usually ignored us anyway).

The web has profoundly changed the rules. Smart marketers now communicate with buyers through content rich Web sites, blogs, YouTube videos, ebooks, and other online media that buyers actually want to consume.

I recently interview Scott about the second edition of his BusinessWeek best-selling book and his upcoming keynote at SES New York 2010. He discussed how to leverage the potential that Web-based communication offers.

Scott's keynote will provide a step-by-step action plan for harnessing the power of the new rules of marketing and PR. And he will show attendees how to identify audiences, create compelling stories and ideas, get those stories and ideas to the most consumers possible, and lead those consumers directly into the buying process.

Finally, he shared one of the many case studies and real-world examples about the new reality of PR and marketing. It's about the 1st Annual Singapore Tattoo Show. Hey, you couldn't make this stuff up.

David Meerman Scott on the new rules of marketing & PR at SES New York 2010

I should disclose that SES is a client. But trust me on the tattoo show.

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Register now for SES London 2012, the Leading Search & Social Marketing Event, taking place 20-24 February, 2012. SES Conference & Expo features presentations and panel discussions that cover all aspects of search engine-related promotion. Hurry, early bird rate expires February 3!