As people spend more and more time online, they continue to tune out traditional marketing efforts. In response, marketers are learning to use the Web as a platform for conversation, community, and collaboration—not just publishing and selling. As they begin to cross the digital divide, they're discovering that the new digital tools and channels are giving them the power to dramatically increase the impact of their marketing.

Diving into the Digital Discussion

For marketers looking to cross the digital marketing divide by taking advantage of tools such as blogs, RSS, microsites, podcasts, and online communities, ITSMA and our partners have outlined a few key first steps:

1. Recognize that broadcast is out and listening is in. In order to contribute to digital discussions, companies first must pay attention to the myriad discussions swirling around the Web.
2. Improve organizational support and coordination. If connecting with customers through the new channels is a priority, stepping up organizational commitment and integration is essential.
3. Start experimenting. Marketers should test a number of tools and programs that can contribute to a creating a rich online experience for customers
4. Share an interesting point of view. Demonstrating expertise is a common goal for BtoB marketers, but with so much thought leadership available, your audience will tune you out instantly if you don't have interesting, educational content that showcases a unique point of view.
5. Use authentic voice. Honesty, transparency, and individual style are everything. If you allow the typical marketing hype into the conversation, you're shooting yourself in the foot!