©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
What do interactive marketers have planned for 2011? Well, with cash to burn, this adventurous bunch will engage in “aggressive” — if carefully executed — experimentation, according to a yearly outlook from Forrester Research.
“Look for more sophisticated social media interactions, valuable mobile experiences, and customer-centric combinations of interactive and traditional media to grab more headlines than trendy technologies,” says Forrester senior analyst and report author Emily Riley.
As interactive marketers build credibility and influence within their organizations, Forrester suggests leaving the channel-based world and forging deeper working relationships with “offline” peers.