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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