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