What is New Marketing? PR 2.0? Join us at The New Marketing Summit Today

Today I am speaking on a panel for “PR 2.0” at The New Marketing Summit in Foxboro, MA. I’m proud to be involved in this project and presenting among many other industry luminaries – Chris Brogan, Paul Gillin and David Meerman Scott pulled it together – who are elevating the roles that marketing and PR play in business.

New marketing means a lot of different things – or nothing at all – to people today. Some don’t believe much has changed, while others call the changes “radical.” Sign up for today or tomorrow’s sessions to learn more about how companies from many different industries – in both B2B and B2C – are embracing new technologies, methodologies and techniques to keep their brands top of mind.

I’ll be chatting about how PR has changed in light of new marketing – I believe it’s become more thought-provoking, integrated and important than ever – with a few industry peers. What’s going on with PR today? Is it dead? How does social media help or hinder the process? Do traditional skills matter anymore? Is PR even necessary in light of the open conversations facilitated by social media? Can’t anyone do PR now?

If we can answer specific questions for you, please post them here or join us at the conference today. You can also follow our Twitter updates on my stream or PerkettPR’s.

I’ll share more of my thoughts after the panel this afternoon. I hope to see you there!

Interactive video campaigns begin to emerge

Back in September Jeremiah Owyang created a post entitled “YouTube Videos Get Interactive: Choose Your Own Adventure” that featured an example of a video that makes use of YouTube’s new annotation functionality. This functionality allows content creators to embed notes, speech bubbles and clickable hotspots into their videos after they have been uploaded to YouTube. While this type of interactivity has been possible with other technologies like Adobe Flash, YouTube is making it extremely easy and accessible for all “YouTuber’s” to integrate into their projects.

Being a social media guy and new media creator, I naturally saw some great potential for using these new features as part of a future client campaign. Coincidentally, the opportunity to do just that came about a few days later for our client TeleMessage and their TeamText campaign – geared toward educating consumers (specifically teens and tweens) about the ability to send text to landline.

The result is a “Choose Your Own Adventure” style video dubbed “Jenny’s Dilemma,” in which the viewer can choose from one of three different endings to the main story. The correct outcome features a call to action that directs the viewer to a landing site for additional information related to the campaign.

Other examples that use the new annotation functionality include a trivia question from Val’s Art Diary (as featured in Jeremiah’s post) and a racy (mildly NSFW) “choose your own adventure” campaign for the Samsung Instinct mobile device called “Follow Your Instinct.”

It should be interesting to see how marketers integrate this new YouTube functionality into their campaigns moving forward. We hope that you’ll take a look at our submission to the interactive video genre, and let us know what you think!