Trends Report

Inspiring Interactive Innovation

How To Convince Your Firm To Trial New Interactive Marketing Programs

July 27th, 2011
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
Jennifer Wise , Emily Riley

Summary

Organizations are naturally resistant to change, particularly ones that require adopting experimental interactive technologies. But interactive marketers can help their organizations adopt interactive innovations by applying Forrester's four steps: 1) Identify relevant innovations; 2) showcase expected benefits; 3) win critical stakeholders; and 4) plan for implementation. Mastering this discipline will prepare interactive marketers to help enable broader corporate changes outside of marketing.

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