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The New Media Revolution: Tips for Marketers Coping With a World Where Messages Don't Matter

The New Media Revolution: Tips for Marketers Coping With a World Where Messages Don't Matter
Personal publishing, digital video, podcasting and social networks are changing the media world. Increasingly, consumers will access only the information they want when they want it. Technology will filter out unwanted messages, making traditional advertising a less and less effective medium. Marketers who persist in trying to deliver a message will be frustrated by an audience that simply doesn't want to listen any more.
But there is hope and opportunity in the media revolution. Marketers who can successfully reinvent themselves as content providers can bond with their customers in ways they could never before imagine. New technology gives marketers unprecedented ability to speak directly to the customer and bypass traditional media. They can engage the audience at a more intimate level and build a trusted relationship. And they can do it for a lot less money than they're now spending on advertising. All it takes is rethinking the role of marketing.
In this Aquent-sponsored webcast, writer and consultant, Paul Gillin, will help you sort out the chaos in new media. Using concrete examples from his book, 'The New Influencers: A Marketer's Guide to the New Social Media,' Paul will offer tips on how marketers can leverage new digital channels to create customer relationships built on trust and conversation.
Paul Gillin is an award-winning writer and content marketing consultant specializing in technology and new media. His company, Paul Gillin Communications, advises business-to-business marketers on strategies to optimize their use of online channels to reach buyers cost-effectively at different stages of the buying cycle. He specializes in social media and the application of personal publishing to brand awareness and business marketing.
Paul is a veteran technology journalist with more than 23 years of editorial leadership experience. He was founding editor-in-chief of TechTarget, one of the most successful new-media firms to emerge on the Internet. Previously, he was editor-in-chief and executive editor of Computerworld, the newsweekly for IT leaders. Paul is also a research fellow at the Society for New Communications Research. Paul blogs at www.paulgillin.com.


  • Marla Chupack

    Moderator, American Marketing Association

  • Paul Gillin

    Technology Journalist and Consultant

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