Forrester’s report cites brands that put down the megaphone and sparked dialogue with their audience (Image via ABC).

Forrester’s Sean Corcoran recently authored an article for interactive marketing professionals called “Using Social Applications in Ad Campaigns: How Marketers Can Move from Broadcast to Dialogue.” 360i and client H&R Block were cited in the report as an example for how marketers can use campaigns to build long-term channels.

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