Why Read This
Many marketing leaders take advantage of new opportunities as they present themselves, organically building change into their approach and organization. But innovation in marketing should be much more than moving into digital, testing social applications, or dabbling in mobile. Today, the chief marketing officer's (CMO's) opportunity is to redefine how her company will interact and engage with consumers and customers in the future. Forrester recommends that marketing leaders define their marketing innovation strategy by: 1) describing their company's vision for future customer engagement, taking into account the whole marketing mix; 2) building their marketing innovation road map to chart how they will adapt their methods; and 3) formalizing near-term opportunities for testing and learning, making sure that testing is done as part of a plan and delivers results when it comes time to launch.