Why Read This
Flush with cash, interactive marketers will experiment aggressively in 2011, using the careful planning and execution learned in the recent downturn to increase the success rate of innovations. Look for more sophisticated social media interactions, valuable mobile experiences, and customer-centric combinations of interactive and traditional media to grab more headlines than trendy technologies. As interactive marketers build credibility and influence within their organizations, you must leave the channel-based world and forge deeper working relationships with your "offline" peers. To do this, assess your readiness to create a central technology and insight team and a matrixed strategy and execution organization. This hub-and-spoke model is the optimal structure for organizations with advanced interactive efforts.