Technology Allowing Consumers to Ignore Mainstream Media (posted by Brad Bowers)

Forrester Research today reported that "10% of consumers read blogs at least once a week, compared with 5% a year ago. Really Simple Syndication feeds (RSS) are used by 6%, compared to 2% in 2004," and that technology is making it easier to ignore mainstream media advertising.

Instead they posit that consumers are using Web logs, mobile messaging, comparison shopping Web sites, and word-of-mouth to make buying decisions.

I think that this gives marketers even more reason to "join the conversation" and embrace blogging and other ways of interacting with users in a new way.  Simply using traditional methods of marketing and PR is not going to cut it any longer. As Internet consumption continues to grow, and as blogs, podcasts, and other citizen media outlets continue to evolve and add users at a very rapid clip, smart marketers will embrace these changes (vs. being fearful of them) and find new ways to interact with their consumers, in a much more open and honest manner, which will be a refreshing change.