IT Spending Forecasts

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

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Market Imperatives




61 results in Reports

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

    Report:The Forrester Wave™: Social Relationship Platforms, Q2 2015

    The 11 Providers That Matter Most And How They Stack Up

    In Forrester's 41-criteria evaluation of social relationship platform (SRP) vendors, we identified the 11 most significant software providers — Adobe, Expion, Falcon Social, Hootsuite, Oracle,...

    • Downloads: 547
  • For B2C Marketing Professionals

    Report:Case Study: Spring Airlines' Digital Business Takes Off With Social Marketing

    B2C marketers increasingly face the challenge of engaging hypersocial, always-addressable digital consumers. This case study explores how Spring Airlines invested in social marketing to accelerate...

    • Downloads: 54
  • For B2C Marketing Professionals

    Report:The Social Programs Every B2C Marketer Should Study

    Best Practices: The Social Marketing Playbook

    The Forrester Groundswell Awards inspire marketers worldwide with examples of the best of social marketing. During our Marketing Leaders Forum in New York City this April, we announced winning...

    • Downloads: 116
  • For B2C Marketing Professionals

    Report:Brief: Buy Social Point Solutions, Not Social Suites

    More than two-thirds of avid social marketers believe it's more effective for them to buy all their social tools from a single vendor than to buy social point solutions from several different vendors...

    • Downloads: 102
  • For eBusiness & Channel Strategy Professionals

    Report:Ten Must-Have Features For Secure Client Sites Of Investment Firms

    Best Practices From The Authenticated Websites Of Leading US Wealth And Asset Management Firms

    Getting the secure client site right is crucial to the success of investment firms today: Web access on a personal computer is overwhelmingly the touchpoint of choice for US investors who want to see...

    • Downloads: 623
  • For B2B Marketing Professionals

    Report:Forrester Groundswell Award Winners Provide Hope To Struggling B2B Marketers

    Two Winners And One Finalist Demonstrate That Social Marketing Can Deliver Business Value With The Right Approach

    B2B marketing professionals trip and stumble trying to find social marketing approaches that can make the slightest dent in their business objectives. The good news is that some marketers have...

    • Downloads: 69
  • For B2C Marketing Professionals

    Report:The Forrester Wave™: Demand-Side Platforms, Q2 2015

    The Nine Providers That Matter Most And How They Stack Up

    In Forrester's 53-criteria evaluation of demand-side platform (DSP) vendors, we identified the nine most significant software providers — AOL, AppNexus, AudienceScience, DataXu, Google,...

    • Downloads: 375
  • For B2C Marketing Professionals

    Report:Forrester Research Social Media Forecast, 2015 To 2020 (Asia Pacific)

    ForecastView Spreadsheet

    Total social media advertising spending within the five Asia Pacific (APAC) countries covered in this forecast — Australia, China, India, Japan, and South Korea — is expected to reach...

    • Downloads: 2
  • For B2C Marketing Professionals

    Report:Brief: Digital Video Ad Fraud Robs Marketers And Publishers Alike

    No One Is Immune; Everyone Needs To Take Action

    Marketers and publishers alike take a loss when fraudsters successfully target the most valuable ad inventory: video. Brand marketers, who wield the largest budgets and pay the highest CPM rates,...

    • Downloads: 4
  • For Customer Insights Professionals

    Report:Brief: Localize Your Contextual Marketing Approach To China

    Use Country-Specific Context To Improve Your Marketing

    Chinese companies understand the importance of winning the business of digital customers who not only have increased buying power but also use multiple devices that can access the Internet anywhere...

    • Downloads: 44
  • For B2C Marketing Professionals

    Report:European Online Display Goes Programmatic

    Demystifying Programmatic Ad Trading In Key European Markets

    Programmatic trading of online display advertising is revolutionizing the way advertisers and publishers buy and sell display advertising. In 2014, we saw a dramatic increase in the adoption of...

    • Downloads: 98
  • For B2C Marketing Professionals

    Report:Master The Next Wave Of Social

    Executive Overview: The Social Marketing Playbook

    For the marketing leader, social media offers both a huge opportunity and daunting challenge. You know you can reach and engage your customers on social channels, but the environment is foreign...

    • Downloads: 2394
  • For B2C Marketing Professionals

    Report:How People Choose

    Get People To Do What You Want By Limiting Decision Stress

    Marketers miscalculate how consumers make purchase decisions. Why? Because the rapid adoption of digital technology gives marketers a false sense of precision about how they predict consumer behavior...

    • Downloads: 499
  • For B2C Marketing Professionals

    Report:Case Study: Z Gallerie Crafts A Results-Oriented, Mobile-Specific Search Strategy

    This Retailer Successfully Drives Mobile Search Consumers Through A Multichannel Customer Life Cycle

    Brick-and-mortar retailer Z Gallerie realized it was time for a mobile search strategy when analytics revealed that its consumers were increasingly connecting with it through mobile channels. To...

    • Downloads: 70
  • For Application Development & Delivery Professionals

    Report:Developers Beware: Google's Mobile-Friendly Search Will Bury Your Mobile-Unfriendly Sites

    Don't Let This Good Crisis Go To Waste — Use It To Drive Your Mobile Mind Shift

    On April 21, 2015, Google will change its search results for smartphones. When Google's new ranking algorithm deems a site to be mobile-friendly, the site will show up higher in search results. With...

    • Downloads: 126
  • For eBusiness & Channel Strategy Professionals

    Report:Brief: Facebook's Free Beacons Will Help Buyers, Retailers, And Marketers

    Facebook Will Soon Know More About Your Customers Than You Do

    On June 8, 2015, Facebook announced the launch of Place Tips, a new feature that helps people learn about and connect with the places they visit, including businesses. Powering Place Tips are...

    • Downloads: 133
  • For B2C Marketing Professionals

    Report:Evaluate Your Social Marketing Capabilities

    Assessment: The Social Marketing Playbook

    Despite widespread investment in social media tactics, marketing leaders still struggle to deliver solid business outcomes with their social efforts. And "social exceptionalism" — doing social...

    • Downloads: 2563
  • For B2B Marketing Professionals

    Report:Brief: How B2B Marketers Optimize LinkedIn

    With over 380 million users and growing at two new members per second, LinkedIn continues to rapidly evolve into a desired marketing platform for B2B businesses. And, increasingly, B2B marketers are...

    • Downloads: 155
  • For B2C Marketing Professionals

    Report:Brief: Digital Marketers Are Embracing eCommerce, And China Is Leading The Way

    As Obsolete Organizational Boundaries Fade, Digital Marketers Are Increasingly Taking Responsibility For eCommerce Initiatives

    As B2C digital marketing professionals become more directly responsible for business outcomes, they are gradually taking responsibility for eCommerce. Our research shows a clear trend toward merging...

    • Downloads: 71
  • For B2C Marketing Professionals

    Report:Brief: Consumer Ad Attitudes Show Promise

    Use Context To Overcome Ad Fatigue

    Here's some good news for marketers: Advertising continues to drive sales and brand affinity, and ad attitudes have improved in several dimensions since 2012. However, consumers still feel...

    • Downloads: 133
  • For B2C Marketing Professionals

    Report:The State Of Online Video Advertising In North America, 2015

    How To Craft High-Performance Video Ad Plans

    This report follows assessments Forrester made in 2009, 2011, and 2013 on the state of the online video advertising market in the US and Canada. This advertising space has grown dramatically in the...

    • Downloads: 104
  • For Customer Insights Professionals

    Report:Brief: Three Reasons To Consider Alternatives For Cross-Channel Campaign Management

    Many Vendors Offer Compelling CCCM Options

    The cross-channel campaign management (CCCM) market is diverse and continues to attract innovation and specialization. "The Forrester Wave: Cross-Channel Campaign Management, Q3 2014" features an...

    • Downloads: 193
  • For B2B Marketing Professionals

    Report:Turn Your Channel Into A Marketing Machine

    Through-Channel Marketing Amplifies Your Marketing Voice

    Most B2B companies have thought of B2B channels (agents, distributors, resellers, and so on) as distribution channels — or, more limitedly, sales channels — for many years. But B2B...

    • Downloads: 174
  • For CMO Professionals

    Report:Brief: Orchestrate Marketing Insights In A Digital Command Center

    A Centralized Capability Helps Turns Insights Into Marketing Actions

    With empowered customers interacting with companies via digital and nondigital engagement channels, CMOs need to eschew silo-based teams and adopt a more flexible, customer-centric approach to...

    • Downloads: 130
  • For B2C Marketing Professionals

    Report:Brief: Create Social Marketing Videos That Connect With Customers

    Video in social media can be valuable for marketers, despite its current sluggish engagement. This report showcases video examples and best practices to inspire and direct your own efforts.

    • Downloads: 106