Executive Summary (This is a document excerpt)

A down economy provides the perfect environment for interactive marketers to innovate; emerging media provides cost-effective ways to keep firms ahead of competition and customer needs. Forrester's Accessible Innovation framework helps firms overcome their common aversion toward innovation by empowering interactive marketers to pursue marketing program developments that will solve problems or improve business results. This framework, along with some tools for assessing the risk associated with potential innovations, will place interactive marketers at the center of their companies' innovation efforts and help them usher in more revolutionary innovations when ready.

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