Interactive Marketing as a trend has been building huge momentum over the last decade and is well on its way to becoming the gold standard in marketing practices as we know them. In The Future of Interactive Marketing, the authors paint a picture of a not too distant future where Interactive Marketing will be so integrated into our lives that any firms not embracing its essential principles will be left holding the ball.
The authors assert that the trend towards interactive marketing has left a void where a large proportion of firms do not have enough interactive marketing professionals in their employee ranks to keep up with the trend towards this more customer relationship centric form of marketing. This issue can be remedied by embracing Forrester’s CORE concepts: Customize, Optimize, Respond and Empower.
The CORE concept as it is implemented in Interactive Marketing would foster a more collaborative Client/Firm relationship then what we see currently. Interactivity is penetrating virtually every facet of modern life and companies will be forced to embrace these principles in order to remain competitive in the interactive age.
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