Executive Summary (This is a document excerpt)

Senior interactive marketers — an emerging role within the interactive marketing team — face the challenge of winning budget approval from CMOs for new digital initiatives. These initiatives compete for scarce marketing dollars against traditional media, requiring proposals that highlight the unique value proposition of interactive channels and that align with corporate goals. The senior interactive marketer must build a strong case for new spending with sound business metrics, case studies, and a delivery style suited to the CMO.

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