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For B2C Marketing Professionals

Organizing For Interactive Marketing

You Should Prepare For A Distributed Organizational Model — Here's How

August 13, 2010

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Why Read This Report

The question of how marketers should staff and structure their internal interactive organizations is growing more common as the interactive marketing function takes a more central role in overall marketing strategy. But there is no single, ideal interactive marketing organizational model — yet. Forrester recommends that you evolve your interactive organization gradually toward a model that distributes interactive resources into brands and business functions across the enterprise. This model will eventually be a cross-company one. Interactive marketers must launch their firms down this path by benchmarking their current interactive maturity, aligning with Customer Intelligence, advocating for interactive internally, and empowering business groups' interactive efforts.

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Tools And Templates

Best Practice Assessments

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  • When Should You Move From One Model To Another?

Models and Calculators

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  • Interactive Marketers Prioritize Strategy, Analysis, And Campaign Planning Skills
  • Web Analytics And Developer Staff Dominate Interactive Teams
  • Most Marketers Staff Between Two And 10 People On Interactive Efforts

Table of Contents

  • Interactive Marketers Wonder How To Organize
  • Evolve Toward A Distributed Model
  • Making The Most Of Interim Org Models
  • RECOMMENDATIONS

  • Start The Move Toward Distribution
  • Supplemental Material
  • Related Research Documents

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