Consumer Forum Recap: Clients Share Their Challenges

[Posted by Neil Strother]

I enjoyed the many conversations I had with clients this week at Forrester's 2009 Consumer Forum in Chicago. It was interesting to listen to some of the best in the interactive marketing business. They shared with me the challenges they face regarding mobile strategy, budget issues and campaign measurement. Key takeaways from my discussions:

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Working with IT Need Not Be a Drudge

[Posted by Neil Strother]

Chances are you work with IT people on a fairly regular basis. And sometimes you face challenges. You might struggle to be on the same page, or have to work around conflicting team priorities. If this happens to you, then our latest report can help. It's now up on our site, and is available in full to clients: "How To Work With IT To Get (Most) Of What You Want."

We found from our survey of interactive marketing professionals that half work with IT on a regular basis, and that they expect this level of collaboration to increase. Marketers who work successfully with IT make sure they have aligned goals, and they carefully document the project scope to avoid the urge to do too much. Those are just the starting points.

What's your situation when it comes to working with IT? How do you make the process works so you reach your goals? Post a comment blow.

Securing Interactive Budget Takes New Skills

[Posted by Neil Strother]

As interactive marketing has taken on greater influence within businesses, leaders of IM teams have emerged to shape strategy and win approval for the interactive marketing budget. We've identified this team leader as the senior interactive marketer, and we've outlined some of the unique challenges facing this person in a  new report now up on our site: "How Interactive Marketers Can Secure Budget From Their CMOs" (full version available to Forrester clients).

The senior interactive marketer must not only gather essential data for budget proposals - including the crucial metrics and ROI expectations - he or she must skilfully present plants to a CMO (and other senior management in some cases) that demonstrate the value of interactive, that align with corporate goals, and that get delivered in a manner befitting the CMO's style. The savvy senior interactive marketer must master this part of the job to have success.

What works for you in seeking new budget for interactive marketing campaigns? What budget approval challenges have you faced and how did you solve them? Post a comment below.