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For B2C Marketing Professionals

The New Messaging Mandate

Introducing Customer-Focused Integrated Messaging

August 8, 2012

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Why Read This Report

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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Table of Contents

  • Users Already Integrate Digital Messaging . . .
  • . . . But Marketers Haven't Kept Pace With Users' Expectations
  • Introducing Customer-Focused Integrated Messaging

  • Integrated Messaging Will Boost Interactive Maturity
  • Supplemental Material
  • Related Research Documents

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