Advanced Search

Save or Share this Report

For B2C Marketing Professionals

Accessible Innovation

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

September 1, 2009

Primary author headshot

Authors

Why Read This Report

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping 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

Table of Contents

  • Interactive Marketers: Innovate Now
  • Accessible Innovations Reduce Risk
  • What Innovations Should You Pursue?
  • RECOMMENDATIONS

  • Develop Revolutionary Innovations From Accessible Ones
  • Related Research Documents

Recommended Research