Online marketing tools are now well-adopted as cost effective ways to enable a direct conversation between marketers and their end customers. But most online efforts are still marginalized compared to traditional ones and are used primarily for outbound communications only. Forrester believes that to combat today's economic slowdown, marketers should give greater attention to accountable marketing channels, specifically those online. In fact, we believe that smart marketers should treat their online and interactive marketing teams, strategies, and programs as core components of their business planning. This keynote will explore how and why online will become the cornerstone of tomorrow¿s marketing and business strategy. Specifically expect it to answer:

• Why is now the time to spend more in interactive marketing?
• How can increasing online efforts make your organization more customer-centric?
• What returns will you gain from giving interactive a louder voice in your organization?

• How can marketers identify the big ideas with the most potential?
• What does it take to sell a big idea internally?
• What does it take to execute a big idea flawlessly?

Each attendee is able to schedule up to two 20-minute One-On-One Meetings with the Forrester analysts of their choice, depending on availability. These meetings are consistently rated as one of the most popular features of Forrester Events.

Ahead of the economic downturn, PetSmart embraced the value of insight into its customers to drive better marketing and business decisions. The company's culture, technology, and practices changed and now PetSmart, along with others that made similar shifts in strategy, finds itself more prepared to adapt and thrive in the face of today¿s challenges. Attend this session to learn how PetSmart and those like it stay ahead of the market, what their next steps are, and how to apply what they've learned. This session will offer insights from PetSmart and will also draw examples from leading firms across many industries to help attendees:

• Create (or improve) highly adaptable marketing strategies that center on knowledge of the customer
• Make more effective use of the customer data and insights already available, no matter where a company stands on the marketing maturity ladder
• Leverage that data for better decision-making throughout the company, not just in marketing
• Make the case for innovation and change at a time when many in the C-suite are focusing only on hunkering down

• Achieving customer satisfaction in today's environment
• Creating a differentiated brand value proposition
• The triple-threat approach to brand building

• How does AT&T continue to grow market share and attract and keep new customers in today’s ever-changing marketplace?
• How do you successfully market the value message, while still driving product sales and demand, when consumers are cutting back?
• How does AT&T distinguish itself from the competition?

Your customers are changing. You need to be equipped to reach them in their new preferred channels. Hear how innovative brands are defocusing their investments in traditional on-premise campaign management solutions to place more emphasis on integrated, on-demand solutions that support the new power channels like email, mobile, social, and the Web. Participants of the session will take away the following:

• How has interactive media and social technologies changed what you need from your campaign management solution?
• How do you increase you marketing maturity to leverage new emerging power channels of the future - email, mobile, web, and social marketing?
• See a showcase of the most cutting-edge and successful campaigns being executed across email, mobile, social, and the web marketing

With its competition retrenching, Allconnect sees an opportunity to fortify its positioning in the homes referral market. The company has chosen to invest in email marketing automation software from Aprimo and in tandem develop its internal competency for continuous improvement marketing. In order to self-fund the investment, Allconnect is using an iterative approach, where each 10-week phase will result in ROI-producing capability that can pay for itself. An 18-month technology road map provides guidance for each phase and ensures adherence to the long-term vision.

In times like these, it can be tempting to focus solely on ROI. Marketers who will win this round are those who understand that strong ROI and stellar creative cannot only coexist but can actually empower one another. Organic's Conor Brady, Vice President of Creative, and Steve Kerho, Vice President, Marketing Intelligence, share the stage showcasing work from clients in a variety of disciplines that marry consumer empathy with optimized business results. In this session, marketers will learn how to get the most out of ROI, while maintaining deep empathy for a consumer's needs and expectations. This session will illustrate proven methodologies for pushing the creative envelope while assuring positive business results.

Today more than ever, marketing success depends on the ability to do more with less. Marketers must not just be highly effective in their digital marketing, they must also be able to prove that efficacy. For verticals in which consumers transact directly online, marketers can benchmark themselves and measure their effectiveness via "direct response." For other categories, those in which advertising cannot be as easily tied to a sale or an immediate response, "brand marketers" tend to default to survey-based metrics such as "awareness" and "intent." In the current economic climate, it has become increasingly difficult to justify this spending -- brand marketing must be accountable to the same measures of efficacy as direct marketing. John Nardone, Chairman and CEO of [x+1], will address this challenge and provide a solution: the concept of "performance branding." Performance branding applies direct response concepts to brand campaigns by constructing smart proxy measures for that "desire to buy," calibrating those measures to sales, and then optimizing the campaign to the approximated ROI measures. Marketers will leave this session with a checklist of steps for crafting an online marketing scorecard that justifies their branding budgets.

Even before the credit crisis spawned a global economic downturn, media was facing fragmented audiences, digital competition with unproven revenue streams, and the challenge of figuring out just what to do with social media and audience participation. This session will focus on integrating traditional and digital media to deliver cost-effective marketing platforms, as well as address the following questions:

• Which of the new media formats (on-demand, social, mobile) are currently relevant? How will that evolve?
• Engagement was last year's buzzword. Is media delivering it? Can its value be proven?
• It may seem like an easy decision to cut back on "experimental marketing" during tough times, but what are the risks of being too conservative?

EMC is the world leader in information infrastructure solutions. Much of its growth over the years has been fueled by an aggressive acquisition strategy. In acquiring many companies, EMC has also acquired vast amounts of data, including millions of contacts.

Managing and segmenting this data is a major business challenge, as many different divisions and product lines within the global organization vie for the most appropriate contacts. EMC is very selective about who markets to whom and developed a broad strategy to avoid having these contacts bombarded with different messages from different EMC staff. Ultimately, EMC wanted to prevent "campaign collisions."

In this presentation, EMC will discuss how marketing automation technology (from Unica) has enabled the company to effectively manage its overall campaign process, improve its interactions with customers and prospects, and avoid contact fatigue. EMC will also share best practices on how to institute a governance process within B2B.

It's a programmable world. From playlists to run books, IT buyers are customizing stuff, consumers are refining preferences, and users are sharing experiences. Marketing must tap the creative juices of innovative customers, promote circulation of great ideas within customer communities, and drive customer insights back into products. Engaging innovative customers ¿ or customers who think they're innovative ¿ is emerging as a crucial test for marketing professionals in increasingly digital markets. This session will address:

• How do you market into customer communities?
• What marketing mix is best for marketing innovative customers?
• What new Web 2.0 tricks will marketers have to master?

• How does Microsoft view engagement and what strategies is it adopting to drive it?
• How is Microsoft leveraging communities to create greater customer engagement?
• How can you measure your return on investment from community engagement?

Each attendee is able to schedule up to two 20-minute one-on-one sessions with the Forrester analysts of their choice, depending on availability. These meetings are consistently rated as one of the most popular features of Forrester Events.

• What marketing works in today's complex media environment?
• How should marketers plan and buy media given the diversity of options?
• What are the right metrics for measuring multichannel efforts?
• What are the implications for spending given the economic climate?

The down economy is the best excuse to address the reality that digital media will dominate the marketing mix of the future. It's not a matter of ¿if¿ any longer but a question of how quickly your organization embraces the change. The convergence of digital media technology and the use of customer analytics to drive all audience targeting will enable more relevant, measurable, and effective marketing strategies. During this session, we¿ll discuss the new targeting capabilities in digital media, address the importance of maintaining consumer privacy standards as a prerequisite for success, and review concrete examples of leading companies that are embracing these new opportunities.

Integrated Customer Marketing¿ is a powerful new strategy and framework that informs the total customer experience ¿ from strategic life-cycle management to the optimization of individual campaigns.

Integrated Customer Marketing ¿ is a business discipline that maximizes the value of a company¿s customer portfolio through a data-driven approach to understanding and managing the critical interactions that drive customer value. It facilitates this through a complete understanding of all of the activities that influence customer behavior with a brand and develops strategies to optimize each interaction. Discover how Integrated Customer Marketing ¿ acts as a unifying element to bridge customer, product, and marketing strategies. Organizations can re-engineer their customer marketing strategy and business processes to actively manage customer and prospect interactions across sales, marketing, and services throughout the customer life cycle.

• Explore how Integrated Customer Marketing ¿ bridges all aspects of marketing decision-making
• Understand a strategic framework for optimizing the customer portfolio
• Outline prerequisites that marketing leaders must have in place to jump start an Integrated Customer Marketing ¿ strategy

Marketers are faced with more choices than ever before as they shift their media spend from traditional to digital. With pressure to deliver more results during the economic downturn, marketers need a strategic approach that allows their brand to flourish in every channel. This session will explore:

• How brands can better connect with their customers to inspire brand advocacy through shared ideals and passion
• Tools to determine and track the right media mix to fuel social activity and meet business goals
• The record-breaking results of the (Starbucks)^RED