Forrester

Why Read This Report

As the economic recession lingers on, marketers remain cautious. Forecasts show that budgets are on the rise, but marketers are reluctant to commit. A more pragmatic marketer is emerging who wants greater flexibility and results that directly link to sales. And marketers are betting big on digital. Digital tools from online to mobile and email are taking the lion's share of the marketing budget, with increases gained at the expense of traditional advertising and marketing vehicles. But as marketers leap into the digital future, they must also take a future-facing approach to budget planning and brand building.