My take on the future of interactive marketing

Shar VanBoskirk and Emily Riley described the foundations and the most probable future of interactive marketing in the Forrester article. The main focus of the article was the CORE concept - customize, optimize, respond, empower to reach out to their customer base and to better market themselves.

They also provided a very useful tool; it is a questionnaire which purpose is to help companies identify where they stand in regard to the CORE concept. They give great advice on  why companies should focus on their CORE, however, they don't discuss how a company could implement and increase into their CORE in their way of doing business. Surely, companies have to figure it out themselves, but they don't provide more guidelines except for giving some examples. What I wondered the most after reading the article is: "Is there a limit on how much CORE a company can achieve?"

In my opinion, the article has given a huge insight into the most probable future of interactive marketing, be it online or offline. One great example I could think of is the headphones manufacturer " Sol Republic ". They customize and optimize their products to fit the customers needs, respond to the change in the music industry and to the needs, wants and questions of their customers and empower not only customers but also aspiring artists by frequently interacting with them through social media platforms such as Facebook and twitter.

- David Vu