IT Spending Forecasts

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

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Market Imperatives




70 results in Reports

  • Past 6 months
  • Digital Marketing
  • For B2B Marketing Professionals

    Report:From Big Data To Actionable Insight: The Role Of Predictive Analytics In B2B Marketing

    A wealth of insights lies untapped in customer databases, on the Internet, and from smart devices, social activity, as well as a myriad of other unconventional sources. This information about how and...

    • Downloads: 418
  • 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: 134
  • For B2C Marketing Professionals

    Report:Forrester Research Mobile Advertising Forecast, 2015 To 2020 (US)

    ForecastView Spreadsheet

    Advertisers are increasingly shifting their budgets from PCs to mobile devices across all three components of mobile advertising: display, search, and social. Mobile advertising spending will witness...

    • Downloads: 6
  • For B2C Marketing Professionals

    Report:The Right Way To Measure Social Marketing

    Performance Management: The Social Marketing Playbook

    Measurement remains social marketers' no. 1 challenge — and too often, the metrics that marketers use harm their understanding of performance rather than help it. This report explains the two...

    • Downloads: 286
  • For B2C Marketing Professionals

    Report:The State Of Online Video Advertising In Europe, 2015

    How To Craft High-Performance Video Ad Plans In Europe

    Online video advertising has grown exponentially since 2009, when Forrester first assessed the state of online video advertising in Europe. Consumers' video consumption has grown rapidly, publishers'...

    • Downloads: 64
  • For B2C Marketing Professionals

    Report:Predictions 2016: Media's Unbundling Accelerates

    How TV, Audience Data, And Ad Quality Will Change For Marketers

    The year 2016 will see the process of digitization of the media ecosystem continue apace and addressability will cut across all types of media, accelerating the unbundling of media offering and...

    • Downloads: 110
  • For B2C Marketing Professionals

    Report:Digital Advertising Spend In Western Europe Will Double By 2020

    ForecastView Document

    Digital advertising spend in Western Europe will grow to €56.7 billion in 2020, up from €25.8 billion in 2014. By 2020, 47% of Western European advertising spend will come from digital,...

    • Downloads: 1
  • For B2C Marketing Professionals

    Report:Brief: Most Marketers Don't Use Social Relationship Platforms

    Every Marketer Should Hire — And Use — An SRP

    Social relationship platforms (SRPs) help brands publish organic posts to social networks like Facebook and Twitter — and in the process they both save marketers time and make their efforts...

    • Downloads: 69
  • For CMO Professionals

    Report:Predictions 2016: The Entitled Customer Emerges In Asia Pacific

    Marketers And eBusiness Pros Will Join Forces Through Six Big Shifts

    Digital experiences are the new normal for customers across Asia Pacific (AP), empowered by widespread — and in some cases now universal — access to mobile technology. They're no longer...

    • Downloads: 74
  • For B2C Marketing Professionals

    Report:Brief: Make Native Advertising A Part Of Your Content Marketing Strategy In Asia Pacific

    Branded Content Can Provide Brand Lift, But Firms Must Be Transparent About Their Intentions

    Native advertising, or sponsored content, is a form of online media promotion that inserts brand-created messages into the editorial product. It's new to most of the Asiat Pacific region, but it...

    • Downloads: 55
  • For B2C Marketing Professionals

    Report:Forrester Research Search Engine Marketing Forecast, 2015 To 2020 (US)

    ForecastView Spreadsheet

    Paid search is witnessing a change in search volume and spending patterns due to a shift in usage. Mobile and tablet search queries are growing at a rapid pace due to the increased penetration of...

    • Downloads: 4
  • For B2C Marketing Professionals

    Report:Your Customers Demand Valuable Content

    Landscape: The Content Marketing Playbook

    Consumers are no longer passive "eyeballs" to be tracked, targeted, and messaged to; they're now active and critical in how they hunt for, filter, and consume information and entertainment across...

    • Downloads: 716
  • For B2C Marketing Professionals

    Report:Make The Business Case For Programmatic Digital Media Buying

    Business Case: The Digital Media Buying Playbook

    B2C marketers are embracing data management platforms (DMPs) and demand-side platforms (DSPs) to mine previously untapped sets of data and to inform their digital media buying practices. Marketers...

    • Downloads: 104
  • For B2C Marketing Professionals

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

    The Seven Community Providers That Matter Most And How They Stack Up

    In Forrester's 62-criteria evaluation of social depth platform (SDP) vendors, we identified the seven most significant software providers — Acquia, Jive, Lithium, Livefyre, Salesforce,...

    • Downloads: 284
  • 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: 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: 120
  • 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: 86
  • For Customer Insights Professionals

    Report:Predictions 2016: Personal At Last For CI Professionals

    How CI Pros Will Crack The Contextual Code To Reach And Engage Individuals

    Marketers will face a hypercompetitive 2016 with one more year of digital experience under their belts, easier access to contextual insights, and improved technology. These factors will stimulate...

    • Downloads: 70
  • For Security & Risk Professionals

    Report:Predictions 2016: Social Media Risk

    Why Risk Pros Will Work Harder To Mitigate Reputational Risk

    Social media is an important — and therefore risky — engagement channel for organizations. Companies looking to thrive in the age of the customer leverage social to strengthen their...

    • Downloads: 79
  • For B2C Marketing Professionals

    Report:Boost Contextual Reach With Content Marketing For Mobile

    Marketers Should Federate Contextual Data, Content, And Insights To Power Their Audiences' Mobile Moments

    Skyrocketing smartphone penetration means two things for B2C marketing leaders: 1) Customers spend less time consuming media on PCs and 2) their expectations of media experiences are increasingly...

    • Downloads: 238
  • For B2C Marketing Professionals

    Report:The POST Process Drives Social Success

    Strategic Plan: The Social Marketing Playbook

    More than a decade into the social marketing boom, many executives are still going about social strategy backward: They're picking technologies such as Facebook or Twitter first instead of focusing...

    • Downloads: 4696
  • 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: 179
  • For B2C Marketing Professionals

    Report:Predictions 2016: Social Gets Reinforcements

    Social Marketers Will Partner With Colleagues In Customer Service And Media Buying

    Both consumers and marketers love to use social media — but brands still struggle to get value from the big social networks. In 2016, social marketers won't just refocus their efforts on...

    • Downloads: 74
  • For B2C Marketing Professionals

    Report:Balance User Needs With Business Goals

    Strategic Plan: The Email Marketing Playbook

    This report articulates a strategic plan for how marketing leaders can improve their email programs today and create humanized, integrated messages in the future. We recommend that marketers build...

    • Downloads: 616
  • For Customer Insights Professionals

    Report:Plan Customer-Centric Enterprise Marketing Technology Requirements

    Assessment: The Enterprise Marketing Technology Playbook For 2015

    Delivering contextual customer experiences requires a significant investment in enterprise marketing technologies. Yet customer insights (CI) professionals tasked with defining marketing technology...

    • Downloads: 779