Marketers Experimenting with Emerging Channels

    May 3, 2006

According to a new report from Forrester Research most marketers are relying less on new forms of interactive media than they are the tried and true.

They are continuing to bank on methods such as e-mail and search, while slowly experimenting in RSS, blogs, social networking, mobile and in-game ads. Some stats from the report:

* 50 percent use or plan to use blogs or social networks

* 47 percent use or plan to use RSS

* 43 percent go or have gone mobile

* 28 percent are doing or plan on doing advergaming or in-game ads

In the conversational economy, brands that are talked about positively are going to outperform those that aren’t. Marketers are going to have to shift from pushing messages out to guiding/facilitating peer-to-peer conversations. The way I see it, the 50% that are dabbling will have a considerable competitive advantage over those that don’t. Don’t blink. Go for it before your competitors gain share of mind and voice.

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Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.

He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.