Trends Report

The New Messaging Mandate

Introducing Customer-Focused Integrated Messaging

August 8th, 2012
Shar VanBoskirk, VP, Principal Analyst
Shar VanBoskirk VP, Principal Analyst
With contributors:
David Truog , Robert Brosnan , Ari Osur , Elizabeth Komar

Summary

This report lays out Forrester's vision of email marketing for interactive marketers: Integrate email into a multichannel conversation that includes a number of non-email communication vehicles. Why? Because direct messaging options have proliferated to include myriad digital channels such as email, social media, SMS, and mobile app push notifications. To meet user expectations across all of these and create business value, marketers must shift to what Forrester calls customer-focused integrated messaging. This report is an update to "The New Messaging Mandate," originally published on January 9, 2012.

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