|
Description:
|
Until recently, marketers have mostly looked at online marketing as
an add-on to traditional activitities. But with pervasive access and
a much greater comfort level with living and working online, we’re
entering a period where digital is becoming the center of everyday marketing
life as well.
As a result, marketers must adjust to a new environment where the Web
is a platform for conversation and collaboration—not just publishing
and selling.
This ITSMA Briefing focuses on how digital tools such as blogs, RSS,
podcasts, and online communities can help marketers shift from broadcast
to conversation and collaboration. Using concrete examples from Novell,
IBM, PTC, HP, Avaya, BMC, and AT&T, the Briefing provides practical
recommendations for how to start using and benefitting from these four
new digital tools.
In addition, the Briefing also features:
- Tips from Rachelle Spero, vice president of Digital Influence Group,
on how to monitor the conversations about your brand that third party
opinion shapers are engaged in on the Web
- Guidance from BearingPoint’s Paul Dunay on how to integrate
podcasts and RSS into a multi-channel marketing program
- A short overview
of Corante’s Marketing Hub, a blog portal that assembles
and editorializes posts from 27 marketing thought leaders
|
