A recent survey by Unica, an IBM subsidiary called the State of Marketing 2011 – Unica’s Annual Survey of Marketers highlights the challenges marketers face in this rapidly changing business environment. Interactive Marketing is changing the methods of communicating with customers; it is ‘the meaningful alternative to imposing messages on customers that they no longer want to hear.’ Three types of media marketers need to be aware of include Earned Content, such as reviews, testimonials and references, all customer satisfaction elements. Customer satisfaction strategy needs to change to accommodate the new channels.

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