CLIP THIS INQUIRY

Select a group:

Group Name
Create New GroupClip

CLIP THIS FLOW

Select a group:

Group Name
Create New GroupClip

For Marketing Leadership Professionals

Maturing Your Interactive Marketing Organization – A Client Choice Report

Start With The Organizational Model That Fits Your Business

May 1, 2007

By Shar VanBoskirk with Elana Anderson, Julie Katz, Jennifer Joseph

  • 590 downloads
  • 0 comments
  • Rating:

Why Read This Report

Interactive marketing is finally gaining executive attention. But, while budgets and expectations for interactive marketing programs are on the rise, supporting organizational structures are ad hoc at best. Forrester recommends that firms align their interactive teams with one of two models — channel managers or excellence centers — and then grow within these models to ultimately integrate into a Customer-Centric Marketing Organization (CCMO). Standardizing interactive marketing teams will compel skills development, improve media/budget alignments, and necessitate new agency services.
Tags: Customer Relationship Management (CRM), Interactive Marketing Strategy and Process, Marketing Organization & Culture, Marketing Organizational Structure, Media Mix, Packaged Applications
US $ 499
Become A Client

Get objective, pragmatic guidance that helps you make tough decisions and succeed in a complex world. Contact us to learn more.

Already A Client?
Log in to read this document.

TABLE OF CONTENTS

  • Interactive Marketing Teams Are Undervalued
  • Two Roads Lead To Integration
  • Integrate By Maturing Your Model

  • WHAT IT MEANS

    Interactive Marketing Will Mature Overall
  • Supplemental Material
  • Related Research Documents
 
Loading...

Browse

About Forrester

Forrester Research, Inc. is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.

Roles We Serve

Forrester supports leaders in 13 roles across three distinct client segments: Business Technology, Marketing & Strategy, and Technology Industry.

Analysts & Coverage Areas

Aligned to your professional role, Forrester's analysts are experts in the specific technologies, issues, and trends currently impacting your business.

Research
Latest Reports
Playbooks
Charts & Figures
Forrester Waves
Planned Research
Data
Consumer Data
Business Data
Events
Forums
Webinars
Workshops
Tools & Templates
Vendor Selection Aids
Best Practice & Self-Assessments
Models & Calculators
Document Templates

Forrester Leadership Boards

Fresh thinking and collaborative problem-solving through an unmatched combination of peer networking, forward-looking analysis, and professional guidance.

Consulting

Our expert analysts provide custom research-based frameworks to guide you through each phase of your critical business initiatives from identifying opportunity to optimizing results.

Community

Connect with peers and analysts, share your views, and ask questions on key business issues.

Blog

Forrester analysts weigh in on the latest business and technology news.

  • BROWSE
  • Register
  • Call +1 617.613.5730
  • Cart