Where is Interactive Marketing Heading in 2010?

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In June 2009, Omniture commissioned Forrester Consulting to research the current state of online marketing and its measurement.  The study evaluated how well marketers were maturing their approach to online marketing.  

What is their approach to online programs? What skills are marketing executives prioritizing now and in five years?  What challenges inhibit further advancement?  And what technologies, if any, do they rely on to help with online marketing management? 

Key Findings

Forrester’s study revealed the following primary conclusions:

• A network of best of breed technologies — what Forrester calls the “online marketing suite” — will support advanced online marketing strategies.

• Marketers should prepare for the online marketing suite now, as online is becoming an increasingly strategic part of the marketers’ mix.

• While many marketers struggle to embrace technology today, more successful online marketers prioritize technology investments.

• Successful marketers will require an online marketing suite that automates and unifies customer insight and action across channels.

• Firms can prepare for the online marketing suite by growing their agency and vendor relationships, aligning with IT, and creating a long-term data and strategy pla n.

• Marketers emphasize strategy and technology integration as critical skills for the future health of their organization.

Download this white paper to learn where interactive marketing is heading in 2010.