For Technology Marketing Professionals

Primary Analyst Photo	Document Information	Rate this Document
	April 24, 2009 The Down Economy Pushes B2B Digital Tactics Ahead Integrate Email, Digital, And Search Marketing To Make The Marketing Mix Pay Off by Laura Ramos with Peter Burris, Christina Lee, Zachary Reiss-Davis	Average: 10  (2 ratings)

This is an excerpt

Executive Summary

As the current recession continues through 2009, a company's marketing mix must produce sales-ready results using less expensive channels. Digital marketing creates engaging, interesting experiences that rival personal selling without the cost of travel or in-person meeting logistics. Digital also lets marketers foster relationships with more stakeholders than sales can reach as inexpensively or comprehensively. Shifting to interactive tactics now lets marketers not only come out ahead of competitors when the economy turns but also establish new marketing disciplines required to address more Web-savvy and socially connected buyers.

TABLE OF CONTENTS

• The B2B Digital Marketing Express Picks Up Speed
• The Digital Train Is Leaving The Station — Time To Get On Board

RECOMMENDATIONS

• Use Digital Media To Boost Buyer Dialogue And Engagement

WHAT IT MEANS

• B2B's Next Stop: Community Marketing
• Supplemental Material
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.