What Interactive Marketing Will Bring to the Business Society

Forrester report, The Future of Interactive Marketing, implies that the future of marketing will be interactive marketing. As a matter of fact, the practice of marketing has transformed a lot over the course of decades. For instance, the increasing availability of internet around the world plays a vital role in the transformation of traditional media into digital media in recent days, allowing people to stay informed and be more social at the same time. Nowadays, it is not unusual for marketers to try to reach their target audiences mainly through the use of digital media, including the world wide web, television, etc. As Forrester mentioned in the report, the future of marketing will be interactive marketing that enables collaborative customer relationships. The presence of interactive marketing team in several organizations does not eliminate the fact that they are not able to be truly interactive due to three reasons: limited staff and budget, organizational silos, and tactical responsibilities.

In responding to those challenges, Forrester points out four directives that will help organizations to create a true interactive marketing strategy and that is through focusing on the CORE which stands for Customize, Optimize, Respond, and Empower. According to Forrester, CORE is more like a framework for organizations to improve their interactive marketing practice and that their mission is to customize marketing experiences, optimize decisions and processes, respond to changing market conditions, and empower staff and customers to advocate for them. It is likely that organizations that are able to achieve a balance on these four directives will enjoy a successful implementations of interactive marketing. As Forrester points out in the report, working to CORE will significantly boost organizations' customer relationships.

A successful practice of interactive marketing will allow organizations to be able to reach their target market in a more specific way and automatically allows them to better provide value for their customers. Furthermore, it will also allow their customers to have an enjoyable experience as they are able to make customization on certain products that are appealing to them in a more personal way. All for all, the practice of interactive marketing, as it continues throughout time, will essentially be a form of marketing that will generate benefits to not only organizations, but also enhances customers experience.