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How blogs are changing the face of PR

October 07, 2008 |

Edelman's director of insights, Steve Rubel, explores the current evolution of the marketing and public relations landscape and explains why digital marketers need to focus on integration, not the latest technology fad.

If marketers want to succeed in this Web 2.0 world, they need to follow their audiences, not the technologies, says Steve Rubel. That might sound like surprising advice, coming from someone who spends at least two hours a day sifting through and digesting news regarding the latest in digital marketing platforms. But if there's one thing Rubel has learned in tracking more than 500 RSS feeds related to digital marketing, it's this: It's not about the channel. It's about how you use it.

Rubel should know. As a digital marketer with more than 15 years of experience, he's seen a lot of platforms come and go. And as senior vice president and director of insights for Edelman Digital, it's his job to identify emerging digital marketing platforms and gauge which ones are worth his clients' investment.

In an industry where a shiny new application seems to be born every minute, it can be easy to get lost in the minutia -- a tendency, Rubel notes, that can hurt a brand's overall marketing campaign.

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