Trends Report

The Interactive Marketing Maturity Model

Forrester's Framework Benchmarks Interactive Capabilities And Provides A Road Map For Progress

November 19th, 2008
With contributors:
Christine Overby , Jennifer Joseph McGann , Angie Polanco


Marketers are far from mastering the performance and integration of interactive channels. To mature, they should use Forrester's interactive marketing maturity model to classify their firms into one of four levels: Skeptics, Experimenters, Practitioners, or Conductors. Best practices for maturing will vary by phase. Still, in order to move gradually from one level of maturity to the next, all marketers should benchmark their maturity against industry peers, promote internal interactive successes, and adopt new technologies when they resonate with business objectives and customer behavior.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.