For Interactive Marketing Professionals

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	November 19, 2008 The Interactive Marketing Maturity Model Forrester's Framework Benchmarks Interactive Capabilities And Provides A Road Map For Progress by Shar VanBoskirk with Christine Spivey Overby, Jennifer Joseph McGann, Angie Polanco	Average: 9  (1 rating)

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Executive Summary

Marketers are far from mastering the performance and integration of interactive channels. To mature, they should use Forrester's interactive marketing maturity model to classify their firms into one of four levels: Skeptics, Experimenters, Practitioners, or Conductors. Best practices for maturing will vary by phase. Still, in order to move gradually from one level of maturity to the next, all marketers should benchmark their maturity against industry peers, promote internal interactive successes, and adopt new technologies when they resonate with business objectives and customer behavior.

TABLE OF CONTENTS

• Interactive Marketers Have Room For Improvement
• Introducing Forrester's Interactive Marketing Maturity Model

RECOMMENDATIONS

• Use The Model To Guide Ongoing Interactive Growth
• Supplemental Material
• Related Research Documents

This is an excerpt

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