Business marketers should closely monitor the tactics of business-to-consumer marketers because the divisions between the enterprise and personal spheres are being erased, says Sheryl Pattek, a vice president at Forrester Research. For e-mail, companies need to create brand identity through a graphic look and feel while tracking customer interactions. "E-mail marketers need to focus on the customer on a one-to-one basis, using information about what's worked in the past," she says.

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