Forrester Research : Research : The New Messaging Mandate

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For Interactive Marketing Professionals

The New Messaging Mandate

A Customer-Focused Approach Will Help You Escape Siloed Messaging

by Ari Osur

with Shar VanBoskirk, Robert Brosnan, Sarah Glass, Elizabeth Komar

January 09, 2012
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Tags: Brand Tactics, Direct Marketing, Media Mix, Integrated Marketing (Cross-channel), Interactive Marketing Strategy and Process, Campaign Management, Customer Intelligence Strategy and Process...(More)(Less)6

Why Read This Report

Direct messaging options have proliferated for marketers, expanding from traditional mail and telemarketing to now include myriad digital channels like email, social media, SMS, and mobile app push notifications. But while digital messaging has converged on consumer devices, most interactive marketers are still stuck in a siloed, channel-based approach to messaging. To meet user expectations and create business value, shift to customer-focused integrated messaging. This report will help interactive marketers prepare to message across digital touchpoints as channels overlap and customers increasingly use multiple platforms.