Advanced Search

Save Or Share This Report

For B2C Marketing Professionals

2011 Interactive Marketing Predictions

Reorganize To Tear Down Channel Ghettos And Focus On The Customer

December 31, 2010

Primary author headshot

Authors

  • By Emily Riley
  • with Christine Spivey Overby,
  • Angie Polanco

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Timely and relevant, Forrester's RoleView research aligns to 13 leadership roles across business and technology management. Our expertise in customer experience, mobile, digital business, and big data will help your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Recommended Research