Forrester

Why Read This Report

In the era of Adaptive Marketing, mass media is no longer the foundation of marketing communications. What takes its place? A holistic experience comprised of traditional and interactive marketing, Web sites, and blogs that builds communities and encourages participation from consumers. To find partners equipped to conceive, create, and measure these experiences, customer experience professionals must take an active role in agency selection and partnership, helping choose and then working with partners that are skilled in the three I's: ideas, interaction, and intelligence.