For Interactive Marketing Professionals

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	August 13, 2010 Organizing For Interactive Marketing You Should Prepare For A Distributed Organizational Model — Here's How by Shar VanBoskirk with Christine Spivey Overby, Angie Polanco	Average: 8  (3 ratings)

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Executive Summary

The question of how marketers should staff and structure their internal interactive organizations is growing more common as the interactive marketing function takes a more central role in overall marketing strategy. But there is no single, ideal interactive marketing organizational model — yet. Forrester recommends that you evolve your interactive organization gradually toward a model that distributes interactive resources into brands and business functions across the enterprise. This model will eventually be a cross-company one. Interactive marketers must launch their firms down this path by benchmarking their current interactive maturity, aligning with Customer Intelligence, advocating for interactive internally, and empowering business groups' interactive efforts.

TABLE OF CONTENTS

• Interactive Marketers Wonder How To Organize
• Evolve Toward A Distributed Model
• Making The Most Of Interim Org Models

RECOMMENDATIONS

• Start The Move Toward Distribution
• Supplemental Material
• Related Research Documents

This is an excerpt

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