CORE: Your Marketing Mission For The Next Digital Decade

Melissa Parrish (Forrester)
Location: New York West Level:
Tags: enterprise
Average rating: ***..
(3.57, 7 ratings)

The next digital decade will be of a scope too big for most firms’ siloed, understaffed, interactive marketing organizations. The future of interactive marketing is neither an ideal organization nor a set of characteristics to layer into a multichannel campaign. Rather, the future is for interactive marketers to master four directives: Customize, Optimize, Respond, and Empower. At Forrester, we refer to this framework as CORE. Here’s what we mean (included in each – an example of a related problem marketing departments are facing):

• Customized: Customized marketing experiences use interactivity to fuse marketing with product experience (the problem: only 17 percent of companies have an interactive marketing team that pushes the agenda at the company)

• Optimized: Optimized decisions and processes enable customized and responsive interactivity (the problem: only 10 percent of companies have automated multi-channel campaign execution)

• Responsive: Responsive customer engagement brings a human touch to the customer, anytime, anywhere (the problem: only 20 percent of companies are investing in tools to allow customers to interact with your product teams)

• Empower. Empowered staff and customers propel the CORE mission forward (only 20 percent of interactive marketing professionals believe they have the full support of their CMO)

FedEx is a company that is accomplishing the CORE mission and during this presentation, we’ll be able to share the story of one FedEx Marketing Manager who recognized that a sweeping change was needed to serve their customers’ changing needs.

Finally, this session will provide attendees with a 16 question diagnostic test in order to benchmark their CORE maturity.

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Melissa Parrish


Melissa Parris is a Forrester Research analyst serving Interactive Marketing Professionals. She is a leading expert in mobile marketing, social marketing, and communities. Before joining Forrester, Melissa was the director of community strategy at Time Inc. Lifestyle Digital group, where she was responsible for community and social media initiatives across the network’s 10 titles, which include Real Simple, Southern Living, and Cooking Light. Prior to joining Time in 2007, Melissa was part of Crayon, a conversational marketing consultancy, where she managed social media projects for brands like Coca-Cola and American Airlines. Previously, Melissa held senior product and community roles at Meetup, the world’s largest network of local groups, and, a community of more than 10 million teenagers and young adults.

  • Visa
  • IBM
  • HP
  • Microsoft Corporation
  • dynaTrace
  • EffectiveUI
  • Elastic Path
  • FireHost
  • IBT
  • Litle & CO
  • Plimus
  • Quest Software
  • Research In Motion
  • SoftLayer
  • Yottaa

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