May 1, 2007
Maturing Your Interactive Marketing Organization
Start With The Organizational Model That Fits Your Business
with Elana Anderson, Julie M. Katz, Jennifer Joseph
Executive Summary (This is a document excerpt)
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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TABLE OF CONTENTS |
NOTES & RESOURCES |
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WHAT IT MEANS
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Forrester conducted an online survey in Q3 2006 with 132 interactive marketers from our marketing organization panel. We also conducted follow-on interviews with 12 user and agency companies. Related Research Documents
March 27, 2007, Trends
July 13, 2006, Forrester Big Idea
January 20, 2006, Best Practices |
Interactive Marketing Teams Are Undervalued
Each Model Has Its Own CharacteristicsFind Documents In Related CategoriesThis document falls under the following categories. Click on a link below to find similar documents. |
Original air date: Thursday, September 03, 2009
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  out of 10based on 4 ratings across all roles. |
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