Better Technology Will Mature Online Marketing

Forrester believes that marketers must make better use of technology to mature their online

marketing capabilities and take best advantage of the cost efficiencies and direct customer

relationships that online tools allow. But current technologies cannot holistically meet all of marketers’ online needs because:

• Traditional enterprise marketing technology vendors lack online marketing expertise

. . . Current vendor offerings automate marketing processes through expensive campaign

management and marketing resource management (MRM) applications that need

extensive IT support and aren't tailored for interactive marketers.

• . . . while best-of-breed online marketing vendors are too narrowly focused. There are

hundreds of vendors offering particular interactive marketing solutions but without best-of breed

capabilities in other channels or a means for integrating their data with other channel specialists.
 

- Forrester