Most marketers accept the fact that they no longer own their brands. Consumers — armed with blogs, Facebook and Twitter accounts, and Flip cams — have been complaining about customer service, critiquing ad campaigns, exposing sleeping workmen and boycotting products for years.

In today’s environment of instant connectivity through social networking sites, mobile applications, feeds, real-time search, video and other technologies, brands must think like real-time publishers. They must focus on ongoing custom content development and community management.

During this webcast, Rob Garner, senior strategy director for iCrossing, will explore how today’s brand marketer can become more active, agile and aware in the online marketing environment. He will discuss what it means to be a “marketer in the moment”, and how this overarching Web strategy will continue to borrow heavily from search and social themes, such as:

• How brand marketers can engage with their customers online
• Why publishing is the new marketing – and how marketers can create relevant content
• When to recognize that outside help might be needed