In the article, the authors Shar VanBoskirk and Emily Riley are trying to show us the solution of the constantly changing interactive marketing is applying CORE concept- customize, optimize, respond, and empower to help their firm to adapt to the new customer and technology more easily.
The article also includes two useful guides- a questionnaire that can help a company to determine where to launch the CORE strategy and a road map that helps identifying the interactive maturity of the company. I think both tools can help companies apply the CORE concept effectively, and by doing so, companies build better relationships with their clients.
Overall, I think this article provides valuable information. It is obvious that CORE concept is going to become an important aspect of successful business in the future. In addition, the questionnaire and the road map are good tools for the future of interactive marketing. However, I am wondering who should be the person taking the questionnaire? I think this is a question to think of in order to apply proper CORE concept to the company.
Dave
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