Experts discuss the future during PRWeek webcast

NEW YORK: Companies searching for the next wave innovation should look towards the progression of word of mouth marketing and the leveraging of mobile technology, according to panelists on PRWeek's webcast "The Next Innovation Wave."

NEW YORK: Companies searching for the next wave innovation should look towards the progression of word of mouth marketing and the leveraging of mobile technology, according to panelists on PRWeek's webcast “The Next Innovation Wave.”

The October 30 event, sponsored by Vocus, featured Paul Rand, CEO of Zocalo Group, and Mike Brewer, EVP of Brodeur. Speakers provided insight on the maturation of Web 2.0 and what the future might hold for the PR industry.

Rand began with a presentation on the evolution of word of mouth marketing, from a practice intent on “buzz” to one focused on engaging people on their terms. Rand said that while buzz will continue to play a role in the practice, particularly with a product launch, the future of word of mouth marketing relies on understanding how buzz “fits into the overall mix.”

Brewer discussed for the audience his thoughts on the “third screen” or mobile devices. With advertisers having conquered the television and Internet, he believes the mobile phone is the device left untapped, despite there being at least one mobile phone in 94 million American households.

“We have to seriously start thinking about how we're using [the device] from a standpoint of public relations,” he said.

Brewer also cited examples of using mobile phone technology to communicate with media. According to a survey on how journalists use their phone, 75% of journalists own at least one mobile phone and Brewer suggested technology could be used by clients to keep reporters informed at a trade conference or event.

The webcast is available and archived at prweek.com.

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