Interaction is the name of the game in today's marketing landscape, due in part to the rise of "social media," which uses the "wisdom of crowds" to connect information through the sundry devices of modern media, including Internet forums, message boards, Web logs, podcasts, and social networking sites.

To capitalize on the trend, New Brighton, Minn.-based Risdall Marketing Group—long a proponent of interactive marketing—has created a new division: the Risdall Integration Group. The new group will intertwine social media across all of Risdall's divisions, including advertising, PR, promotion, and collateral development.