Forrester see sea change

"How quickly the role of interactive marketers has changed", writes Emily Riley Vice President and Research Director. 

Interactive marketers are moving from channel-based execution to technology-driven multichannel engagement. And as all marketing goes digital, interactive marketing is no longer thought of as a sidebar to "real" marketing, but is now front and center in the race to keep up with the always addressable customer. We found that across industry, region, and discipline:

• Interactive marketing is considered an innovation center for the rest of marketing.

• Interactive marketing is the change agent for the digitization of marketing.

• The interactive marketer is working to improve digital maturity across the organization.

The interactive marketer is really a PR person in disguise but not nurtured by the PR industry and institutions.

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