Trends Report

Maturing Your Interactive Marketing Organization

Start With The Organizational Model That Fits Your Business

May 1st, 2007
With contributors:
Elana Anderson , Julie Katz , Jennifer Joseph

Summary

Interactive marketing is finally gaining executive attention. But, while budgets and expectations for interactive marketing programs are on the rise, supporting organizational structures are ad hoc at best. Forrester recommends that firms align their interactive teams with one of two models — channel managers or excellence centers — and then grow within these models to ultimately integrate into a Customer-Centric Marketing Organization (CCMO). Standardizing interactive marketing teams will compel skills development, improve media/budget alignments, and necessitate new agency services.

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