IT Spending Forecasts

IT spending forecasts project the money spent on technology infrastructure and support systems.

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Market Imperatives




73 results in Reports

  • Past 6 months
  • Digital Marketing
  • For B2C Marketing Professionals

    Report:Forrester Data Online Display Advertising Forecast, 2016 To 2021 (Europe)

    ForecastView Spreadsheet

    Forrester expects online advertising to continue to be the primary driver for advertising spending in Europe, with its share growing compared with offline spending. Within the online advertising...

    • For B2C Marketing Professionals

      Report:Brief: Facebook (Still) Dominates Teens' Social Usage

      Kids May Not Think It's Cool, But They're Using It As Much As Ever Before

      Marketers seem to think teens are fleeing Facebook. The reality is that this couldn't be further from the truth. Sure, young people don't think Facebook is very cool — but that doesn't mean...

      • Downloads: 110
    • For B2C Marketing Professionals

      Report:Forrester Data Mobile Advertising Forecast, 2016 To 2021 (Europe)

      ForecastView Spreadsheet

      As mobile usage continues to climb, mobile advertising across all three primary mobile ad channels — display, search, and social — is becoming an increasingly important method for...

      • Downloads: 1
    • For B2C Marketing Professionals

      Report:Thriving In A Post-Digital World

      Adopt New Marketing Rules To Connect With Entitled Customers

      We've entered a new world order where entitled customers integrate digital fluidly into physical experiences and marketing practices haven't kept up. The fix is a new marketing worldview — not more...

      • Downloads: 245
    • For B2B Marketing Professionals

      Report:Gauge Your L2RM Progress And Success

      Benchmarks: The Lead-To-Revenue Playbook

      B2B marketers implementing a lead-to-revenue (L2R) process for the first time, or expanding their L2R program, often feel they are navigating uncharted waters — but they're not alone! B2B marketers...

      • Downloads: 454
    • For B2C Marketing Professionals

      Report:Brief: TV And Digital Video Convergence Accelerates

      Marketers Take Early Steps Toward An Omnichannel Video Future

      Digital video is encroaching on TV's long held position atop the marketing mix. Changes in consumer habits and the migration of TV content to addressable delivery channels call TV dominance into...

      • Downloads: 228
    • For B2C Marketing Professionals

      Report:Brief: Capture Customers With Click-To-Call

      Your customers are increasingly demanding contextually relevant experiences in their moments of need. Click-to-call ads offer a way to provide personal engagement through the facility of paid search...

      • Downloads: 98
    • For B2C Marketing Professionals

      Report:The Digital Media Buying Maturity Framework

      Assessment: The Digital Media Buying Playbook

      Marketing leaders fall into four stages of digital media buying maturity, based on their firms' strength across culture, organization, planning and execution, customer data management, measurement,...

      • Downloads: 853
    • For B2C Marketing Professionals

      Report:Savvy Publishers Deploy DMP Insights Across Their Organizations

      Ad Sales, Marketing, And Content Executives All Benefit From First-Party Data To Craft Audiences

      Working on our Q4 2015 data management platform (DMP) Forrester Wave, we have gathered unique insights on how publishers, who market their audiences to their advertisers and market their content to...

      • Downloads: 126
    • For B2C Marketing Professionals

      Report:Forrester Data Search Engine Marketing Forecast, 2016 To 2021 (US)

      ForecastView Spreadsheet

      As part of ForecastView’s biannual update cycle, this updated forecast includes market predictions and shifts in US paid search volume and spending patterns caused by consumers’ preferred...

      • Downloads: 2
    • For B2B Marketing Professionals

      Report:2016 B2B Budget Plans Show That It's Time For A Digital Wakeup Call

      A greater proportion of the buyer's journey has shifted to the digital world, but the B2B marketing mix isn't keeping pace. Marketers must put 2016 budgets to work on shifting interactions seamlessly...

      • Downloads: 270
    • For B2C Marketing Professionals

      Report:Brief: Publishers Must Invest In First-Party Data Protection

      Safeguard Your Single Most Important Asset

      First-party data is publishers' single most important asset: It represents their one-to-one connection with consumers. With consumer concerns about privacy on the rise, it is incumbent upon...

      • Downloads: 20
    • For B2C Marketing Professionals

      Report:How To Build A Contextual Marketing Engine

      Road Map: The Enterprise Marketing Technology Playbook

      The age of the customer demands customer obsession for successful competitive differentiation. Firms must build a contextual marketing engine (CME) to orchestrate continuous engagement with customers...

      • Downloads: 139
    • For eBusiness & Channel Strategy Professionals

      Report:The State Of Retailing Online 2016: Key Metrics, Business Objectives, And Mobile

      Benchmarks: The Retail eCommerce Playbook

      The State Of Retailing Online, an annual study by and Forrester, profiles online retail merchants. It provides industry observers with an overview of metrics from the past year as well as...

      • Downloads: 495
    • For B2C Marketing Professionals

      Report:Forrester Data Search Engine Marketing Forecast, 2016 To 2021 (Europe)

      ForecastView Spreadsheet

      As part of ForecastView's biannual update cycle for many of our forecasts, this update to our European search engine marketing forecast introduces the updated impact of currency fluctuations and ad...

      • Downloads: 1
    • For B2C Marketing Professionals

      Report:Forrester Ad Technology (Data Management Platforms) Forecast, 2016 To 2021 (US)

      ForecastView Spreadsheet

      Data management platforms (DMPs) facilitate smarter media buying by unifying data from multiple sources to allow more accurate and detailed audience segmentation. We expect the US DMP market to grow...

      • Downloads: 1
    • For B2C Marketing Professionals

      Report:Brief: Email Marketing FAQs, February 2016

      Processes: The Email Marketing Playbook

      This report highlights key processes that constitute best practices for B2C marketers whose responsibilities include email marketing. In an FAQ format, we address long-standing issues such as how to...

      • Downloads: 1801
    • For B2C Marketing Professionals

      Report:Q&A: The Marketer's Guide To Launching Social Proactive Care

      Eight Critical Questions To Consider Before Starting

      Do you know how to get the most out of your customers' social conversations? This report answers common questions about how B2C marketers can get started with proactive social customer care. We...

      • Downloads: 90
    • For B2C Marketing Professionals

      Report:Brief: Choose From Four Approaches To Build Your Community

      Plan For Community Success Across The Customer Life Cycle

      The word "community" invokes a measure of confusion among B2C marketers. This brief explores the meaning of community, and provides examples of companies successfully using communities across the...

      • Downloads: 49
    • For Customer Insights Professionals

      Report:Model The ROI Of Enterprise Marketing Technology Investments

      Business Case: The Enterprise Marketing Technology Playbook

      Enterprise marketing technologies promise to enable better customer experience, improve marketing performance, and boost efficiency. This report helps customer insights (CI) professionals make a...

      • Downloads: 891
    • For B2C Marketing Professionals

      Report:Forrester Data Social Media Forecast, 2016 To 2021 (US)

      ForecastView Spreadsheet

      Part of our global social media forecast, this forecast estimates both the number of social media users in the US and the social media spending by the type of device: mobile and PC. We also segment...

      • Downloads: 2
    • For B2C Marketing Professionals

      Report:Vendor Landscape: Second-Screen Ad-Syncing Solutions

      Boost TV Advertising With Synchronized Online Advertising Campaigns

      Consumers' increasing use of connected screens while they're watching TV draws their attention away from TV content and commercials. Smart marketers see this as an opportunity and not a threat: It's...

      • Downloads: 45
    • For B2C Marketing Professionals

      Report:Brief: How To Organize For Email Marketing

      Organization: The Email Marketing Playbook

      Email organizations have no standard organization model, have unspecific road maps, are using basic measurement, and are superficially applying customer insights to their marketing. This report...

      • Downloads: 70
    • For eBusiness & Channel Strategy Professionals

      Report:Five Common Pitfalls Of Bank Sales Sites And How To Avoid Them

      Our Digital Sales Functionality Benchmark reviews reveal that bank and credit union sites are often missing several elements that are crucial to driving sales conversion. We have identified five...

      • Downloads: 128
    • For B2C Marketing Professionals

      Report:Reset Expectations For Ads On New Social Sites

      As Social Advertising Promises Surge, Marketers Temper Expectations

      Social sites are the new darlings of the advertising world, promising reach, engaged audiences, and coveted native ad formats. But buyer beware: not all social ad inventory is the same. B2C marketers...

      • Downloads: 100