My colleague and Customer Intelligence Practice Leader at Forrester, Suresh Vittal, was the first to define the online marketing suite in 2007. At the time, the online marketing was highly aspirational; Suresh's work was a call to action for marketers and vendors. If we look back at the original report, the online marketing suite descriptive graphic (figure 2 in the report) is particularly prescient because it included a section for "future network partners" to build upon existing capabilities. We have the benefit of hindsight, but this consideration would be critical as nascent channels such as social and mobile exploded in the ensuing years.
We are excited to reinstate this line of resarch. Unfortunately, in the time since the original report the online marketing suite has been slow to hit the tipping point. Many factors are responsible -- such as the economy, technical challenges, and marketers' struggles to cope with the constantly moving targets of channels and customer demands. Nevertheless, during this period we've seen unprecedented innovation in marketing, technology, and consumer sophistication. It felt like the timing is right to take a new look at the online marketing suite to factor in the marketing ecosystem as of 2011. If anything, these changes -- and challenges -- drive the need for the online marketing suite more than ever. It has never been more important to coordinate content, execution, and analytics to support customer interactions.