Executive Summary (This is a document excerpt)

Email and search marketing are now the foundation of most interactive marketing programs. But marketers are also enthusiastic about emerging channels like social networks and RSS. What stops more marketers from testing these and other new channels like games and mobile? They have their hands full optimizing existing channels and worry about limited consumer adoption of emerging media. To help firms determine which new channels are worthy investments, Forrester recommends creating a channel innovation team that focuses exclusively on emerging channels. This team should focus its 2006 efforts on online ad targeting, in-game advertising, and rich media.

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