New digital tools and channels continue to proliferate at a dizzying rate. Although it’s still early days, much of the business world’s initial skepticism about blogging, RSS, podcasting, and the like has eased. More and more companies have recognized the promise of online conversation and collaboration, and they’re beginning, at least, to dabble with digital marketing’s next generation.

During ITSMA’s Marketing Leadership Forum in April 2006, three digital marketing pioneers participated in a panel discussion about how and why they’re making the shift to more participatory, conversation-based marketing.

Rob Leavitt, vice president of marketing and member community at ITSMA, moderated the panel, which featured:

• Scott Anderson, Director, Enterprise Brand Communications, Hewlett-Packard
• Mike Smith, Director, Global E-Business & Internet, BMC
• Dan Yetso, Director, Global Advertising & Branding, VeriSign

Key takeaways include:

• Online conversations about your company are happening even if you’re not directly participating in them. Marketers need to be aware of how their companies are perceived in the online world.
• New tools such as blogs, podcasts, and online communities are proving to be effective for engaging with customers and other market influencers on a broad scale. Strong policies ensure that a sense of order and control are retained.
• Companies that want to leverage the new tools must ensure that the executive team, legal department, HR, and other stakeholders are all on the same page.
• Companies that are successful with the new channels provide interesting, educational content that showcases their point of view.
• Transparency is everything. If you’re not open and honest, your audience will find out !