IT Spending Forecasts

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

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Market Imperatives




78 results in Reports

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

    Report:Take Three Steps Toward Social Success

    Adopt The Social Technographics® Model To Develop The Right Social Strategies And Tactics In China

    B2C marketers in China are increasingly investing in social marketing and expect great returns but face the challenge of determining the right social marketing strategies and tactics. Forrester's...

    • Downloads: 71
  • For B2C Marketing Professionals

    Report:Benchmarking Social Marketing Efforts In China In 2015

    WeChat Earns The Top Spot In Both Adoption And Marketer Satisfaction As LinkedIn Enters The Chinese Market

    B2C marketers in China continue to invest in social marketing even though most don't know how their company's efforts stack up against the competition. Two years ago, we published a report...

    • Downloads: 62
  • 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: 236
  • 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: 164
  • For B2C Marketing Professionals

    Report:The Best And Worst Of Email Marketing, 2015

    Benchmarks: The Email Marketing Playbook

    This report helps marketing leadership professionals benchmark their email marketing campaigns against 70 of their peers that Forrester reviewed from the consumer goods, retail, travel, financial...

    • Downloads: 404
  • For Customer Insights Professionals

    Report:Brief: Engage Chinese Consumers With Interactive Digital Content

    Use Digital Intelligence Tools To Optimize Customer Engagement

    Rising mobile device penetration, social adoption, and online buying are changing how consumers engage with companies in China. Customer insights (CI) pros' outdated tech practices don't drive...

    • Downloads: 64
  • For B2C Marketing Professionals

    Report:Brief: Facebook Messenger Bets On Bots

    Brands Gain New Consumer Relationship Opportunities But On Facebook's Terms

    Facebook announced new features and services for Facebook Messenger as well as the launch of bots on Messenger at this year's Facebook F8 developer conference. This report analyzes Facebook's...

    • Downloads: 85
  • For Customer Insights Professionals

    Report:Brief: Use Mobile Gaming Analytics To Improve Your Digital Marketing

    Chinese Firms Leverage Mobile Games To Increase The Effectiveness Of Their Marketing Performance

    Chinese firms wanting to better engage the online population of hyperconnected consumers are beginning to look to mobile gaming — which has become the most common group of applications that these...

    • Downloads: 86
  • For Customer Insights Professionals

    Report:Putting Real-Time Interaction Management Into Context

    Benchmarks: The Enterprise Marketing Technology Playbook

    Firms that deliver contextually relevant customer experiences create unique competitive advantage. Customer insights (CI) professionals must therefore leverage their enterprise marketing technology...

    • Downloads: 166
  • For B2C Marketing Professionals

    Report:Best Practices For Omnichannel Digital Media Buying

    Processes: The Digital Media Buying Playbook

    As more and more marketing leaders embrace omnichannel digital media buying, the processes and tools they use are rapidly evolving. This report will provide marketers with a collection of omnichannel...

    • Downloads: 813
  • For B2C Marketing Professionals

    Report:Organize To Boost Social Marketing Potential

    Organization: The Social Marketing Playbook

    Have you finally gotten your company to embrace social marketing, but struggle to scale its impact? Is social marketing trapped in one function or business unit? Organizational challenges are the...

    • Downloads: 690
  • 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: 87
  • 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: 287
  • For B2C Marketing Professionals

    Report:Forrester Research Search Engine Marketing Forecast, 2015 To 2020 (US), Q4 2015 Update

    ForecastView Spreadsheet

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

    • Downloads: 4
  • For B2C Marketing Professionals

    Report:Build Customer Relationships With Social Customer Care

    Customer Conversations Are The Gateway To Social Relationships

    How can B2C marketers provide value for customers within social media and cultivate a relationship with them? This report explains how social customer care can help customers in their time of need...

    • Downloads: 152
  • For CMO Professionals

    Report:Five Key Truths About Wearables That Every Leader Should Know

    Wearables Are Poised To Change The Marketing Landscape — Is Your Company Ready?

    Wearables have suffered from excessively positive and negative hype. Currently, the wearables market consists of disparate devices solving a variety of problems and entering the market through a...

    • Downloads: 861
  • For B2C Marketing Professionals

    Report:Forrester Research Social Media Forecast, 2016 To 2021 (Global)

    ForecastView Spreadsheet

    Ad spending on social media continues to grow at an impressive rate and is taking an increasing share of marketers’ interactive marketing budgets. While engaging formats on mobile and better...

    • 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: 89
    • For eBusiness & Channel Strategy Professionals

      Report:Measuring Up: Benchmarking Your B2B eCommerce Performance

      Benchmarks: The B2B eCommerce Playbook

      In the age of the customer, it is critical that B2B companies know where they're performing well with their customers and where they're falling short. As such, Forrester partnered with Internet...

      • Downloads: 765
    • 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: 4
    • For B2C Marketing Professionals

      Report:Case Study: InterContinental Hotels Group Applies Context To Email

      Hosting 130 million guests every year across a family of hotel brands and more than 4,900 hotels in nearly 100 countries around the world, InterContinental Hotels Group (IHG) is focused on...

      • Downloads: 102
    • For B2C Marketing Professionals

      Report:Brief: What's New With SEO?

      Search engine optimization (SEO) has changed. Your customers now use search to find everything from videos to store inventory, online and through smart devices. This makes it increasingly difficult...

      • Downloads: 258
    • For B2C Marketing Professionals

      Report:Build An Empowered Digital Media Buying Team

      Organization: The Digital Media Buying Playbook

      Omnichannel digital media buying requires marketers to embrace new processes, partnerships, and staffing. The organization report of the digital media buying playbook helps B2C marketers plan and...

      • Downloads: 659
    • For eBusiness & Channel Strategy Professionals

      Report:Digital Ads Struggle To Target Older Consumers In Western Europe

      ForecastView Document

      In 2020, 47% of Western European advertising spend will come from digital advertising, up from 27% in 2014. Digital advertising spend will grow three times faster than overall advertising spend over...

      • Downloads: 3
    • 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: 687