Executive Summary (This is a document excerpt)

Dramatic changes in consumer behavior and the economy have caused companies to shift budgets from traditional advertising to interactive marketing. Interactive agencies ride the trend with partnerships, acquisitions, new services — and a much bigger role with clients. What does this mean for customer experience professionals? They must adapt by focusing on cross-channel experience, sharpening their interaction design skills, and learning to speak the language of their traditional advertising partners — or be left behind.

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