Vision Report

Accessible Innovation

How Interactive Marketers Can Reduce The Risk Of Innovating In A Recession

September 1st, 2009
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Christine Overby , Angie Polanco

Summary

A down economy provides the perfect environment for interactive marketers to innovate; emerging media provides cost-effective ways to keep firms ahead of competition and customer needs. Forrester's Accessible Innovation framework helps firms overcome their common aversion toward innovation by empowering interactive marketers to pursue marketing program developments that will solve problems or improve business results. This framework, along with some tools for assessing the risk associated with potential innovations, will place interactive marketers at the center of their companies' innovation efforts and help them usher in more revolutionary innovations when ready.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.