For Marketing & Advertising Professionals

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	April 27, 2006 Interactive Marketing Channels To Watch In 2006 by Shar VanBoskirk with Elana Anderson, Sally M. Cohen, Jennifer Joseph	Average: 10  (2 ratings)

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Executive Summary

Email and search marketing are now the foundation of most interactive marketing programs. But marketers are also enthusiastic about emerging channels like social networks and RSS. What stops more marketers from testing these and other new channels like games and mobile? They have their hands full optimizing existing channels and worry about limited consumer adoption of emerging media. To help firms determine which new channels are worthy investments, Forrester recommends creating a channel innovation team that focuses exclusively on emerging channels. This team should focus its 2006 efforts on online ad targeting, in-game advertising, and rich media.

TABLE OF CONTENTS

• Marketers Are Eager To Try New Tactics . . .
• . . . But Most Test The Water Before Diving In

RECOMMENDATIONS

• Create A Channel Innovation Team
• Supplemental Material
• Related Research Documents

This is an excerpt